---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-069.html"
title: "Multi-Item Scales: Make or Steal"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 69
---

# Multi-Item Scales: Make or Steal

*Where do you find ready-made scales?*

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

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*Slide 69 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*