Many standardized tests are now administered via computer rather than paper-and-pencil format. In a computer-based testing environment, it is possible to record not only the test taker’s response to each question (item) but also the amount of time spent by the test taker in considering...

In computerized testing, the test takers' responses as well as their response times on the items are recorded. The relationship between response times and response accuracies is complex and varies over levels of observation. For example, it takes the form of a tradeoff between speed and accuracy...

Variance component models are generally accepted for the analysis of hierarchical structured data. A shortcoming is that outcome variables are still treated as measured without an error. Unreliable variables produce biases in the estimates of the other model parameters. The variability of the...

With the growing interest of consumer researchers to test measures and theories in an international context, the cross-national invariance of measurement instruments has become an important issue. At least two issues still need to be addressed. First, the ordinal nature of the rating scale is...

This article addresses the question of to what extent one type of response style, called acquiescence (or agreeing response bias), is stable over time. A structural equation modeling approach is applied to measure the stability of one acquiescence factor behind two concepts among the same...

In market research, it is common practice to measure individuals’ brand or product preference through graded paired comparisons (GPCs). One important decision concerns the (odd) number of scale points (e.g., five, seven, nine, or eleven) that has to be assigned to either brands or products in...