Marketing research using single-item indicators in structural equation models

Abstract

This article analyzes the use of single-item indicators in marketing research and their utilization in structural equation modeling (SEM). The study provides a literature review regarding the debate of the use of single-item measures in social sciences research and methodologically in SEM. The analysis of recent studies that use single-item indicators from top marketing journals provides information regarding the types of constructs fit for single-item measurement and their use in SEM. The article presents clarifications to the debate regarding the use of single-item indicators in marketing research, gives examples of types of constructs measurable through single-item indicators and provides recommendations that add knowledge to the empirical analysis and methodology domains of marketing research.