The direct-product model has been suggested as
a procedure for estimating multiplicative effects of
traits and methods in multitrait-multimethod
matrices. Research on the direct-product model is
extended in two ways. First, hierarchically nested
models are derived for explicitly testing the overall
and specific patterns of method and trait factors.
Second, formal tests are developed for the pattern
of communalities. These procedures are illustrated
with data from Lawler (1967). Index terms: direct-product
model, method factors, multiplicative model,
multitrait-multimethod matrix, trait factors.
Bagozzi, Richard P.; Yi, Youjae.
Testing hypotheses about methods, traits, and communalities in the direct-product model.
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