Construction and validation of consumer attitudes on biosecurity principles: a methodological perspective

Aila, Fredrick O. and Oima, David and Ochieng, Isaac and Ojera, Patrick B. and Odera, Odhiambo (2012) Construction and validation of consumer attitudes on biosecurity principles: a methodological perspective. Research on Humanities and Social Sciences, 2 (6). pp. 240-250. ISSN 2224-5766

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Abstract

This paper presents a methodological perspective to the construction and validation of consumer attitudes on biosecurity principles. Four biosecurity principles are reviewed with regard to indigenous chicken production and consumption. Using Fishbein Multi-Attribute Model, the four principles are translated into a psychometric construct to measure consumer attitudes. A 74-item 7-point Likert scale is constructed. The study proposes a procedure to validate the construct. This includes conducting a pilot study to gather primary data, summarizing the data, testing inter-item validities, and performing factor analysis to measure construct validity among others. The study sets a methodological perspective that researchers, government agencies, international organizations and donors can use to measure consumer attitudes on biosecurity principles for indigenous chicken.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Open access journal.
Depositing User: Mr Odhiambo Odera
Faculty / Department / School: Historic - Faculty of Business and Law - School of Accounting, Economics and Finance
Date Deposited: 24 Oct 2012 06:16
Last Modified: 15 May 2013 01:55
Uncontrolled Keywords: scale construction, scale validation, consumer attitudes, biosecurity principles, indigenous chicken
Fields of Research (FOR2008): 06 Biological Sciences > 0699 Other Biological Sciences > 069999 Biological Sciences not elsewhere classified
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
URI: http://eprints.usq.edu.au/id/eprint/22020

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