Marketing Seminar: Professor Barry Babin

13 November, 2018 - 10:00 to 12:00
Steele Building (3), Room 309

Developing better scales: Psychometrics and CFA

What is more critical than measurement in conducting research?  If you cannot measure it, you cannot study it.  The seminar focuses on techniques for developing valid psychometric measures with an emphasis on leveraging confirmatory factor analysis (CFA) in testing the validity of standard and complex scales.  The workshop will be hands on (using AMOS) and take one from the basics of scale development through the examination of scale validity in cross-cultural contexts.

The presenter has published dozens of articles, books, and papers related to valid measurement including the Personal Shopping Value Scale, which has nearly 6,000 citations. The validation of scales in cross-cultural contexts has been a particular emphasis in his work.

In addition, Barry will provide tips on the preparation of journal submissions that involve measurement based on his experience as an author and over 15 years experience as a journal editor.

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Professor Barry Babin
Barry Babin

Barry J. Babin is the Max P. Watson, Jr., Endowed Professor and Chair, Department of Marketing and Analysis, Louisiana Tech University.

He has authored well over 100 professional publications with research appearing in the International Journal of Wine Business Research, Journal of the Academy of Marketing Science, Psychology & Marketing, Journal of Marketing, Journal of Retailing, Journal of Business Research, Journal of Consumer Research, European Journal of Marketing, and many others. His 1994 JCR article developing an auxiliary theory of and scales to assess utilitarian and hedonic shopping value is one of the most cited papers ever published in JCR (near 6000 citations). Googlescholar credits his publications with 150,000 citations.

Barry is Past-President of the Academy of Marketing Science (AMS), Co-Chair of the AMS Board of Governors, the AMS Co-Director of International Programs, and a previous recipient of the AMS Harold W. Berkman Distinguished Service Award. 

He served as Marketing Section Editor for JBR for over 15 years and has won outstanding reviewer awards from multiple journals.  He has delivered workshops on psychometrics, SEM, and publishing at universities around the world. He is coauthor of several leading books including CB: A Consumer Value Framework, Multivariate Data Analysis, Business Research Methods, Essentials of Marketing Research and Exploring Marketing Research.