Abstract
In order to broaden the set of methods for developing better multi-item marketing scales, this article proposes an item response theory (IRT) procedure that consists of two successive steps. The first exploratory step uses a non-parametric IRT model for dimensionality detection and scale purification. The second confirmatory step employs a parametric IRT model for evaluating, and likely refining, the resulting scale. This two-step IRT procedure also involves a wide range of new parametric and non-parametric IRT-based interpretive tools (that is, goodness-of-fit indices, scale-score reliability coefficients and item response/information functions) that allows scale developers and users to work in a highly informed manner. To illustrate the benefits of the proposed procedure, the article presents an extended application to the topical construct of emotional attachment.
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