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|Title:||One, few or many? An integrated framework for identifying the items in measurement scales||Authors:||Malhotra, Naresh K.
|Keywords:||DRNTU::Business::Marketing::Research||Issue Date:||2012||Source:||Malhotra, N. K., Mukhopadhyay, S., Liu, X., & Dash, S. (2012). One, few or many? An integrated framework for identifying the items in measurement scales. International journal of market research, 54(6), 835-862.||Series/Report no.:||International journal of market research||Abstract:||Churchill (1979) proposed a detailed procedure for the development of better multi-item measures that has become popular. Recently, however, many scholars have challenged this dominant paradigm. They argue that, in many marketing contexts where the target construct has a precise and concrete definition, long multi-item measures can be substituted by shorter measures with fewer items, or even single-item measures. This has resulted in the controversy around the relative superiority of single- versus multi-item scales. We review the extant literature to summarise various arguments in favour of (or against) multi-item and single-item measures, respectively. Moreover, we propose an integrated framework for developing a new scale, reducing long multi-item scales to shorter multi-item measures or to single-item measures, or to expand an existing short (single-item) scale. The significant contributions of this paper to the literature are identified.||URI:||https://hdl.handle.net/10356/107363
|URL:||https://www.mrs.org.uk/ijmr_article/article/98377||ISSN:||1470-7853||Rights:||© 2012 Market Researh Society.||Fulltext Permission:||none||Fulltext Availability:||No Fulltext|
|Appears in Collections:||NBS Journal Articles|
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