One, few or many? An integrated framework for identifying the items in measurement scales
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 definit...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2015
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| Online Access: | https://hdl.handle.net/10356/107363 http://hdl.handle.net/10220/25614 https://www.mrs.org.uk/ijmr_article/article/98377 |
| _version_ | 1826128163332161536 |
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| author | Malhotra, Naresh K. Dash, Satyabhusan Mukhopadhyay, Soumya Liu, Xiaoyan |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Malhotra, Naresh K. Dash, Satyabhusan Mukhopadhyay, Soumya Liu, Xiaoyan |
| author_sort | Malhotra, Naresh K. |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T07:20:26Z |
| format | Journal Article |
| id | ntu-10356/107363 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:20:26Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | ntu-10356/1073632023-05-19T06:44:42Z One, few or many? An integrated framework for identifying the items in measurement scales Malhotra, Naresh K. Dash, Satyabhusan Mukhopadhyay, Soumya Liu, Xiaoyan Nanyang Business School DRNTU::Business::Marketing::Research 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. 2015-05-20T02:54:59Z 2019-12-06T22:29:20Z 2015-05-20T02:54:59Z 2019-12-06T22:29:20Z 2012 2012 Journal Article 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. 1470-7853 https://hdl.handle.net/10356/107363 http://hdl.handle.net/10220/25614 https://www.mrs.org.uk/ijmr_article/article/98377 en International journal of market research © 2012 Market Researh Society. |
| spellingShingle | DRNTU::Business::Marketing::Research Malhotra, Naresh K. Dash, Satyabhusan Mukhopadhyay, Soumya Liu, Xiaoyan One, few or many? An integrated framework for identifying the items in measurement scales |
| title | One, few or many? An integrated framework for identifying the items in measurement scales |
| title_full | One, few or many? An integrated framework for identifying the items in measurement scales |
| title_fullStr | One, few or many? An integrated framework for identifying the items in measurement scales |
| title_full_unstemmed | One, few or many? An integrated framework for identifying the items in measurement scales |
| title_short | One, few or many? An integrated framework for identifying the items in measurement scales |
| title_sort | one few or many an integrated framework for identifying the items in measurement scales |
| topic | DRNTU::Business::Marketing::Research |
| url | https://hdl.handle.net/10356/107363 http://hdl.handle.net/10220/25614 https://www.mrs.org.uk/ijmr_article/article/98377 |
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