The item response theory (IRT) also known as latent trait theory, is used for the development, evaluation and … administration of standardized measurements; it is widely used in the areas of psychology and education. This theory was developed … and expanded for over 50 years and has contributed to the development of measurement scales of latent traits. This paper …

In measuring latent variables, marketing research currently defines measurement as the assignment of numerals to … objects. On this basis, marketing researchers utilize a multitude of avenues to measurement. However, the scientific concept … of measurement requires the discovery of a specific structure in the data allowing for the inference of a quantitative …

presents a brief introduction into the concept of brand equity and a short piece of theory about the development of multi …-item scales. Is also includes a valid and reliable measurement instrument for this complex construct which can be successfully …