Scale development methodology : reflections from a PhD journey in marketing /
Choosing the right scale to measure accurately a performance or a behavior is an important research decision. But, what happens when there is not a scale measuring a business phenomenon? Then, after careful thought and thorough research, the researcher may need to create one. To do so, first, a soun...
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| Format: | eBook |
| Language: | English |
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London :
SAGE Publications Ltd,
2019.
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| Series: | SAGE Research Methods. Cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Choosing the right scale to measure accurately a performance or a behavior is an important research decision. But, what happens when there is not a scale measuring a business phenomenon? Then, after careful thought and thorough research, the researcher may need to create one. To do so, first, a sound conceptualization is needed to clearly define what will be measured. Second, the new scale should be valid. Third, the new scale should have a consistency regarding its performance in any future test, thus it should be reliable. Finally, it is critical to share any limitations and research ideas that will help the refinement of the scale in future studies. This case study shares my experience during a 4-year research journey toward the development of the green marketing orientation scale. This is a step-by-step guide for any ambitious scale developer. |
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| Physical Description: | 1 online resource : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781526487711 1526487713 |