Detecting gender item bias and differential manifest response behavior: A Rasch-based solution

Thomas Salzberger, Fiona J. Newton and Michael T. Ewing

Journal of Business Research, 2014, vol. 67, issue 4, 598-607

Abstract: 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.

Keywords: Gender item bias; Measurement bias; Item-response theory; Differential item functioning; Rasch modeling (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:4:p:598-607

DOI: 10.1016/j.jbusres.2013.02.045

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