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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. | URI: | https://hdl.handle.net/10356/107363 http://hdl.handle.net/10220/25614 |
URL: | https://www.mrs.org.uk/ijmr_article/article/98377 | ISSN: | 1470-7853 | Schools: | Nanyang Business School | Rights: | © 2012 Market Researh Society. | Fulltext Permission: | none | Fulltext Availability: | No Fulltext |
Appears in Collections: | NBS Journal Articles |
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