Selection of Relevant Features: A Convergent and Discriminant Validity Analysis

This study examined the interrelations of 7 objective product features and 3 subjective product features using two measures for each interrelationship. An adaption of the 1959 Campbell and Fiske multitrait-multimethod analysis indicated significant and acceptable convergent and discriminant validity for the objective product features and the subjective product features, respectively. Undergraduate business school students served as the subjects and the stimulus object was a clock radio.