Abstract
The problem of racial bias in measurement has achieved great attention with respect to I.Q. and other achievement tests, and, more recently, in social scientific measurement as well. The advancement of knowledge through research requires that valid measures be used. However, differential validity, i.e. differences in validity across groups, is rarely assessed by marketers. This paper provides a discussion of the problem of racial bias in marketing-related measures and demonstrates a method of testing for bias.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
References
Allen, Richard L. and Steven H. Chaffe (1977), "Racial Differences in Family Communication Patterns," Journalism Quarterly, 55 (Spring), 8–13, 57.
Bobko, Philip and C. J. Bartlett (1978), "Subgroup Validities: Differential Definitions and Differential Prediction," Journal of Applied Psychology, 63:1, 12–14.
Bersoff, Donald N. (1982), "Larry P. and PASE: Judicial Report Cards on the Validity of Individual Intelligence Tests," Child and Youth Services 5:1–2, 101–120.
Carmines, Edward G. and Richard A. Zeller (1979), Reliability and Validity Assessment, Beverly Hills, CA: SAGE.
Christiansen, J.B. (1979), "Television Role Models and Adolescent Occupational Goals," Human Communication Research, 5 (Summer), 335–337.
McClelland, Gary H. (1985), "Assessing Bias in Professional Licensing Examinations by Checking Internal Consistency," Law and Human Behavior, 9:3, 305–318.
McLeod, Jack M. and Garrett O’Keefe Jr. (1972), "The Socialization Perspective and Communication Behavior," in Current Perspectives in Mass Communication Research, edited by G. Kline and P. Tichenor, Beverly Hills, CA: SAGE, 121–168.
Morrison, Donald F. (1976), Multivariate Statistical Methods, New York: McGraw-Hill Book Company.
Moschis, George P. and Roy L. Moore (1985), "Racial and Socio-Economic Influences on the Development of Consumer Behavior," in Advances in Consumer Research, vol. 12, edited by E. Hirschman and M. Holbrook, Provo, UT: Association for Consumer Research, 525–531.
Moschis, George P., Roy L. Moore, and Ruth B. Smith (1984), "The Impact of Family Communication on Adolescent Consumer Socialization," in Advances in Consumer Research, vol. 11, edited by Thomas C. Kinnear, Ann Arbor, MI: Association for Consumer Research, 314–319.
Peter, J. Paul (1979), "Reliability: A Review of Psychometric Basics and Recent Marketing Practices," Journal of Marketing Research, 16 (February), 6–17.
Talbutt, Lou Culler (1983), "The Counselor and Testing: Some Legal Concerns," The School Counselor, 30 (March), 245–250
Ward, Scott (1974), "Consumer Socialization," Journal of Consumer Research, 1 (September), 1–14.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Johnson, R.L., Sachdev, H. (2015). An Exporatory Examination of Racial Bias in Measures of Consumer Socialization. In: King, R. (eds) Minority Marketing: Issues and Prospects. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17392-4_4
Download citation
DOI: https://doi.org/10.1007/978-3-319-17392-4_4
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17391-7
Online ISBN: 978-3-319-17392-4
eBook Packages: Business and EconomicsBusiness and Management (R0)