One, Few or Many?: An Integrated Framework for Identifying the Items in Measurement Scales
Volume: 54, Issue: 6, Pages: 835 - 862
Published: Nov 1, 2012
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...
Paper Details
Title
One, Few or Many?: An Integrated Framework for Identifying the Items in Measurement Scales
Published Date
Nov 1, 2012
Volume
54
Issue
6
Pages
835 - 862
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