Measurement Issues in Time-Series Research: Reliability and Validity Assessment in Modeling the Macroeconomic Effects of Advertising

Abstract

Most time-series research fails to consider measurement issues that are addressed regularly in cross-sectional research designs. However, to measure specified constructs in time-series research, scales may be developed whose reliability and validity may be assessed as rigorously as in cross-sectional research. The authors describe and illustrate a procedure for developing time-series measures using Box-Jenkins ARIMA modeling techniques in an investigation of the effects of national advertising on consumption.