A psychometric theory that measures up to marketing reality: An adapted Many Faceted IRT model

• Marketplace has been defined by the interaction between consumers and brands.
• Measurement literature has not incorporated the interaction.
• Consumers (and brands) are proposed to be fully described by two sets of index.

Chinese abstract符合市场行销现实的心理计量学理论：适合多元化项目反映理论的模型消费者和品牌之间的互动界定了市场的所在，这一点得到绝大多数市场文献(除测量方面的文献以外)的认可。从一开始使用早期的经典测量理论到后来使用概化理论和项目反应理论，市场的测量研究人员已经连续投身于改善 “营销构念” 的测量质量工作。但只有主效应(通常为消费者，有时为品牌)获得关注，两者之间的互动则会被忽视或当作测量错误。这令人感到惊讶，考虑到市场营销其他领域的大量文献(如市场细分化、客户终身价值，以及客户关系管理)在这种互动的诠释和利用方面建立完整的框架。于是我们在当前的研究当中提议建立新的多元化项目反映理论模型，以填充测量文献中的这一空白。利用两套指标描述消费者(和品牌)；个别的主效应(和品牌主效应)以及品牌特定的个别效应(或个别特定的品牌效应)。实证检验中使用的数据为软式饮料品牌的数据.

The marketplace has been defined by the interaction between consumers and brands, which has been recognized by the majority of marketing literatures with the exception of the measurement literature. Measurement researchers in marketing have been continuously working on improving the quality of measurement of marketing constructs by applying psychometric theories from the early Classical Test Theory to later generations such as Generalizability Theory and Item Response Theory. But only main effects (normally consumers, sometimes brands) have been focused on, and interactions between them are either ignored or treated as measurement error. This is surprising, given the voluminous literature in other areas of marketing (e.g., marketing segmentation, customer lifetime value, and customer relationship management) that build their entire frameworks on the interpretation and usage of this interaction. In the current research, we propose a new Many Faceted Item Response Theory model to fill this gap in measurement literature. Two sets of indexes describe consumers (and brands); individual main effects (and brand main effects) and brand-specific individual effects (or individual-specific brand effects). Soft drink brand equity data were used for the empirical examination.