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Title: One, few or many? An integrated framework for identifying the items in measurement scales
Authors: Malhotra, Naresh K.
Dash, Satyabhusan
Mukhopadhyay, Soumya
Liu, Xiaoyan
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.
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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