Marketing Research

Martijn G. De Jong, Ulf Böckenholt

Research output: Chapter in Book/Report/Conference proceedingChapter


This chapter considers item response theory (IRT) applications in marketing research. Our review of this work highlights a major difference in the research aims of educational testing, where most of IRT has been applied, and marketing research studies. Typically, educational-testing studies have a person-centric focus with the objectives to both diagnose and score aptitude and ability levels of test takers. In contrast, marketing research studies involve questions about attitudes and perceptions, and aim at understanding relationships between multiple constructs linked to consumer situations that involve the acquisition, consumption, and disposal of products or services.

Original languageEnglish (US)
Title of host publicationHandbook of Item Response Theory
Subtitle of host publicationThree Volume Set
PublisherCRC Press
Number of pages21
ISBN (Electronic)9781482282474
ISBN (Print)9781466514393
StatePublished - Jan 1 2018

ASJC Scopus subject areas

  • Mathematics(all)


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