Compare and Contrast the Qualitative and Quantitative Research Methods

11522 words 47 pages
Pierre Chandon, Vicki G. Morwitz, & Werner J. Reinartz

Do Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey Research
Studies of the relationship between purchase intentions and purchase behavior have ignored the possibility that the very act of measurement may inflate the association between intentions and behavior, a phenomenon called “self-generated validity.” In this research, the authors develop a latent model of the reactive effects of measurement that is applicable to intentions, attitude, or satisfaction data, and they show that this model can be estimated with a two-stage procedure. In the first stage, the authors use data from surveyed consumers to predict the presurvey latent purchase intentions of
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It would suggest that studies that measure the strength of the association between intentions and behavior on the same sample of consumers overstate the external predictive accuracy of purchase intentions. This would explain why so many new products fail even after they perform well in purchaseintention tests. In general, researchers who are interested in measuring the true association between two constructs (in this case, for consumers whose behavior was not influenced by the measurement) would need a method that detects and corrects for the effects of measurement. In this research, we develop a comprehensive latent framework to conceptualize the reactive effects of the measurement of purchase intentions. This framework distinguishes between two sources of measurement reactivity. The first is self-generated validity effects, which we define as a strengthened relationship between latent intentions and behavior due to the measurement of intentions. The second source includes all measurement effects that are independent of latent intentions, such as those that social norms or postsurvey intention modifications create. We also describe a two-stage procedure to detect whether the act of measurement alters the strength of the relationship between a latent construct that is measured through surveys, experiments, or observations and its consequence (e.g., intentions–behavior, attitudes–intentions, attitudes–behavior, satisfaction–behavior) and to determine the

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