Showing 1 - 2 of 2 Research Library Publications

Location, Location, Location: When and How Low Price Locations Improve Consumer Price Perceptions

Posted: | Michael Barone, Keith S. Coulter, Katina Kulow, Xingbo (Bo) Li

Psychology & Marketing: Volume 39 - Issue 6 - Pages 1190-1203

 

Does seeing a price in a physically low (vs. high) location prompt consumers to believe that the featured product is less costly? This research further specifies when price location effects are likely to arise, increasing our understanding of pricing in general and this locational phenomenon in particular.

Category:Assessment-Oriented Research, Other

One Size Doesn’t Fit All: Using Factor Analysis to Gather Validity Evidence When Using Surveys in Your Research

Posted: | E. Knetka, C. Runyon, S. Eddy

CBE—Life Sciences Education Vol. 18, No. 1

 

This article briefly reviews the aspects of validity that researchers should consider when using surveys. It then focuses on factor analysis, a statistical method that can be used to collect an important type of validity evidence.

Category:Assessment-Oriented Research, Reliability/Validity