TY - JOUR
T1 - Detecting gender item bias and differential manifest response behavior: A Rasch-based solution
AU - Salzberger, Thomas
AU - Newton, Fiona Joy
AU - Ewing, Michael Thomas
PY - 2014
Y1 - 2014
N2 - Although gender is a salient variable in consumer research, researchers largely overlook whether, and how, it influences consumer response to indicators measuring latent variables. The authors therefore extend the framework of measurement equivalence assessment to the largely overlooked issue of differential item response behavior between men and women. This paper demonstrates the efficacy of using item response theory to investigate the presence of gender item bias. This methodological approach affords researchers the means of objectively disentangling actual gender differences and gender bias. Ignoring the possibility of gender item bias has the potential to bias means and thereby compromise any substantive gender-based mean comparisons. The authors conclude with solutions to address gender item bias both pre and post survey construction.
AB - Although gender is a salient variable in consumer research, researchers largely overlook whether, and how, it influences consumer response to indicators measuring latent variables. The authors therefore extend the framework of measurement equivalence assessment to the largely overlooked issue of differential item response behavior between men and women. This paper demonstrates the efficacy of using item response theory to investigate the presence of gender item bias. This methodological approach affords researchers the means of objectively disentangling actual gender differences and gender bias. Ignoring the possibility of gender item bias has the potential to bias means and thereby compromise any substantive gender-based mean comparisons. The authors conclude with solutions to address gender item bias both pre and post survey construction.
U2 - 10.1016/j.jbusres.2013.02.045
DO - 10.1016/j.jbusres.2013.02.045
M3 - Article
VL - 67
SP - 598
EP - 607
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 4
ER -