Detail Combating Scale Proliferation (in Journal of Targeting, Measurement and Analysis for Marketing 11 (4)) Bibliografi Author: Bruner, Gordon C., (II) Topik: Marketing Research Bahasa: (EN )     Penerbit: Palgrave Macmillan Journals     Tempat Terbit: Hampshire    Tahun Terbit: 2003     Jenis: Article - diterbitkan di jurnal ilmiah internasional Fulltext: JITAM.pdf (259.22KB; 5 download) [Informasi yang berkaitan dengan koleksi ini di internet] Abstract It is not unusual for new scales to be created in scholarly marketing research with little concern for their relationship with previous measures of the same construct and little justification provided for their development. This practice is challenged and it is argued that this is one of the things that is preventing marketing from progressing as a science. An empirical example is provided to illustrate how this lack of concern can have negative consequences on a stream of research. Increased emphasis on scale standardisation, equivalency and justification are suggested as major components of the solution to the problem of scale proliferation. A scale selection and usage paradigm is offered to guide researchers in reaching these triple goals. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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