Gruppenvergleiche bei hypothetischen Konstrukten: Die Prüfung der Übereinstimmung von Messmodellen mit der Strukturgleichungsmethodik

Comparing groups with respect to hypothetical constructs requires that the measurement models are equal across groups. Otherwise conclusions drawn from the observed indicators regarding differences at the latent level (mean differences, differences in the structural relations) might be severly distorted. This article provides a state of the art on how to apply multi-group confirmatory factor analysis to assess measurement invariance. The required steps in the analysis of the observed indicator means and variances/covariances are described, placing special emphasis on how to identify noninvariant indicators. The procedure is demonstrated considering the construct brand strength ("Brand Potential Index", BPI®) introduced by GfK Market Research as an example.