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| Tekijä: | Flynn, L. R. Pearcy, D. |
| Otsikko: | Four subtle sins in scale development: some suggestions for strengthening the current paradigm |
| Lehti: | International Journal of Market Research
2001 : VOL. 43:4, p. 409-424 |
| Asiasana: | MARKETING RESEARCH SCALING MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Market research is fraught with controversies, vagaries and recurrent problems. One of the topics about which there has been a long history of complaints is the quality of scalar measures in marketing research. Despite continuing advances in statistical methods, problems in scalar measures persist. This paper reports the findings on a review of marketing scale batteries developed since the publication of Churchill's (1979) paper outlining a method for reliable and valid scale development. The authors found four problem areas. These are discussed and solutions suggested. |
SCIMA