Chapter 2 · Survey: Measurement and Scaling · Slide 69/274

Multi-Item Scales: Make or Steal

Where do you find ready-made scales?

2.4 · Latent Constructs Develop your own scale — or adopt one?

Make

Develop your own scale

iteratively

Theory development

▼

Generating the initial item pool
Theory · secondary data · qualitative analysis

▼

Choosing the reduced item set (qualitative judgments)

▼

Data collection — large sample

▼

Statistical analysis

▼

Developing a purified scale

▼

Data collection — different sample

▼

Assessment: reliability, validity & generalizability

▼

Deriving the final scale

Steal

Adopt ready-made, validated scales

Where do you find ready-made scales?

Bruner (2012): "Marketing Scales Handbook", Vol. 6 — a collection of validated multi-item measures.
marketingscales.com/research

As well as leading academic journals

JAMS JA JCR JM JMR JR

QUESTIONSTAR · Dr. Paul Marx 69 / 274