A structural assessment of the original and a modified version of the CAD scale
Gary L. Sullivan, P. J. O'Connor
Journal of the Academy of Marketing Science · 1984 · Volume 12 · Issue 4
Abstract
Validation of Cohen's CAD scale was attempted on a sample similar to that used in the scale's original development. Results were not in accord with the underlying theory. This prompted an attempt to refine the CAD instrument by deletion of ineffective items. The revised scale was examined for reliability and validity. Results were sufficiently weak to suggest that marketers should have diminished confidence in applying CAD as a measure of interpersonal orientation and should initiate development of other approaches for personality assessment.
Keywords
Internal Consistency Reliability, Structural Assessment, Holdout Sample, Interpersonal Orientation, Baruch College
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