Scale to Measure Celebrity Endorsers
In this study by Ohanian, a scale used in measuring celebrity endorsers' expertise, trustworthiness as well as attractiveness is developed. Psychometric scale development protocols are followed for testing the data reliability and validity as well. In addition, this study uses two exploratory and confirmatory samples to initiate a 15-item scale measuring the celebrity endorsers' characteristics. This article complies fully with Churchill's recommendations in several fronts as outlined below.
Several sources are researched on to identify words, phrases, and adjectives to use for this research's questionnaire; this results in the development of several adjectives describing personality traits. During the construction of the scale, 182 adjectives are identified of which some were eliminated to about 139 adjectives. Additionally, the 139 descriptors were further trimmed by a group of 38 college students; the researcher believed the words were unfamiliar with respondents, to 104.
For the identification of celebrities for the study, 40 college students named celebrities they could recall in three minutes. The most frequently mentioned names were John McEnroe and Linda Evans who had been involved in advertisements. Celebrities often mentioned, who had not been involved in advertisements, were Tom Selleck and Madonna. Afterwards, a group of 38 students indicated their level of familiarity with each of the celebrities mentioned. In addition, the participants were to name the most and least appropriate products the celebrities sponsored. The results from these samples were used as guides following the inclusion of frequently purchased products used by most individuals in the data collection. This made the final list stand as Linda Evans promoting new perfumes; Madonna, new line of designer jeans; John McEnroe, tennis rackets; and Tom Selleck, new line of men's cologne.
The validation and purification of the data was in two phases; exploratory and confirmatory phases. All questionnaire items were factor analyzed, using principal components analysis then varimax rotation. The initial factor solution for the sample evaluating Madonna resulted in four factors with eigenvalues greater than one. This four-factor solution accounted for 68.4% of the variance. In order to purify the list, items with loadings of 0.3 or greater on more than one of the factors were eliminated and the reduced list factor analyzed again. The result was three factors having eigenvalues greater than one, accounting for 61% of the variance. Additionally, the final items from each factor analysis were tested for reliability by submitting them to item analysis using item-to-total correlations. The items for each subscale were analyzed separately. To obtain a practical size scale, items with the lowest item-to-total correlations were deleted while maintaining an acceptable level of reliability as measured by Cronbach's alpha (Ohanian, 1990). To determine the reliability of subscales for different celebrities and genders, Cronbach's alpha was computed for both male and female respondents for Madonna and John McEnroe. The results indicated a highly reliable scale. Both male and female respondents had equally reliable response patterns, and the total sample for each subscale and celebrity had a reliability coefficient of 0.8 or higher. Using the LISREL methodology to verify the relationship between observable variables and latent constructs, two confirmatory factor-analysis...
Scaling Study on Human Anger Research on anger has shown that people who tend to ruminate about past experiences that made them angry, focus attention on their angry moods, and think about the consequences and causes of episodes of anger they have experienced exhibit higher levels of the expression of anger and negative affectivity. Also, the perceptions of these individuals with regard to their social desirability and their satisfaction with life
Moreover, the sample group was demographically limited. The survey was intended to focus on this limited group as these individuals form a large component of the target market for private school education. However, the survey results could potentially have been stronger had the survey been expanded to cover all of the target market. An even stronger survey would have included those whose children have already been through the education system.
Whatever time duration is arrived at, the researcher should at least determine (preferably from the respondent) the time duration that the respondent will use as a reference, so it is clearer whether the proportion or percentage given is more or less than the eight-hour period provided as an example earlier. When did you first start chewing gum? While this is a simple and good enough question to ask about the respondent's
Scaling Application of Measurement and Scaling Concepts This work aims to discuss the role of scales in research and research design. Measurements that incorporate scale data are often incorporated into learners' quantitative research projects and dissertations. For that reason, it is critical to understand just what scaling is and how it can best be utilized in these types of projects. Scaling is based on specific rules and assigns objects to numbers. This
Physical Security Survey The following will be an overview of the Raytheon Company. Business information will be included as well as security issues the company might have. A physical security survey will be presented as well as an analysis of the results. Certain changes that are needed will be proposed. Background on Raytheon Raytheon Company is an innovation and technology pioneer with expertise in security defense, and civilian markets across the globe. With
Business Drivers Multidimensional scaling and factor analysis are a couple of different statistical techniques that can be used to understand the drivers of a business. MDS is a technique that renders multiple data points in a relational manner -- data points that end up closer to one another are expressed visually as such, while those that are fairly far from each other in the key variable are expressed as being far.
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now