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| Author: | Lee, N. Hooley, G. |
| Title: | The evolution of "classical mythology" within marketing measure development |
| Journal: | European Journal of Marketing
2005 : VOL. 39:3-4, p. 365-385 |
| Index terms: | Development Market Research Statistics |
| Freeterms: | Psychometric tests |
| Language: | eng |
| Abstract: | This article provides a deeper examination of the fundamentals of commonly-used techniques - such as coefficient alpha and factor analysis - in order to more strongly link the techniques used by marketing and social researchers to their underlying psychometric and statistical rationale. The case study finds that marketing scholars have generally concentrated on reporting these figures imply. It was found out that, if the link between theory and technique is not clearly understood, use of psychometric measure development tools actually runs the risk of detracting from the validaty of the measures rather than enchanting it. |
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