Chapter 2 · Survey: Measurement and Scaling · Slide 66/274

Latent Constructs and Multi-Item Scales

A phenomenon (e.g. customer satisfaction) that is not directly observable or measurable.

2.4 · Latent Constructs Multi-Item Scales

A phenomenon (e.g. customer satisfaction) that is not directly observable or measurable.

That doesn't mean it doesn't "exist" — only that it can be inferred from other, measurable phenomena (indicators).

Example · how "satisfaction" is asked

satisfieddissatisfied

delightedannoyed

favorableunfavorable

pleasantunpleasant

I liked it very much… not at all

gratifiedfrustrated

wonderfulterrible

7 items · Cronbach's α = 0.84

QUESTIONSTAR · Dr. Paul Marx 66 / 274