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Volume 12 of the Marketing Scales Handbook series was released last year. Soon after that, work began on Volume 13. In the time since then, descriptions of over 270 scales new to series have been written. Many constructs have been touched on, some of which have been measured for many decades while others are new. The constructs that have been touched on the most so far for Volume 13 are AI, anthropomorphism, retail stores, loyalty, and brands. Below are the challenges that are faced in selecting scales for the series and writing useful descriptions of them.
Scale-related Pet-Peeves Blog
While scales should be developed in a thorough, multi-step process that produces strong evidence of reliability and validity, it is not being done on a routine basis. Sloppy practices by researchers and journal reviewers who ought to know better continues to occur and may be getting worse. Below are some of the issues that have been confronted when reviewing scales for the book series.
Pet-Peeves
- STOP RECREATING THE WHEEL!!!
- USE THE "RIGHT" NUMBER OF RESPONSE POINTS
- STOP USING LOWER NUMBERS TO MEAN MORE OF SOMETHING!
- IDENTIFY THE SOURCE OF YOUR SCALES!
- DON'T USE REVERSE CODED ITEMS IN SCALES!
- USE THE "RIGHT" NUMBER OF SCALE ITEMS!
- CONFUSING REFLECTIVE AND FORMATIVE SCALES - Part 1
- CONFUSING REFLECTIVE AND FORMATIVE SCALES - Part 2
- CONFUSING REFLECTIVE AND FORMATIVE SCALES - Part 3
- AFFECT IS NOT THE SAME AS ATTITUDE
- ATTITUDE IS NOT THE SAME AS INTENTION OR BEHAVIOR -Part 1
- ATTITUDE IS NOT THE SAME AS INTENTION OR BEHAVIOR -Part 2
- PROVIDE EVIDENCE OF SCALE QUALITY
- DON'T JUST MEASURE HALF OF AN ATTITUDE
- STOP MAKING SCALES FOR THESE CONSTRUCTS!
- OUR LIMITED IMPROVEMENT IN SCALE DEVELOPMENT
- GIVING SCALES "BAD" NAMES
- FAILURE TO CONSIDER ALTERNATIVE MEASURES
- POOR RESPONSE RATES
- CONTINUED MISUSE OF 1-ITEM MEASURES
- USING THE WRONG TOOLS FOR THE JOB
- IGNORING DIMENSIONALITY
- WHEN JOURNALS DON'T ADEQUATELY VET SCALES
- SETTING STANDARDS FOR SCALE USAGE AND REPORTING
- ENGAGEMENT IS NOT SOMETHING NEW
- DECEPTIVE SCALE REPORTING
- POOR CHOICE OF SCALES (SINGLE- vs. MULTI-ITEM)
- QUESTIONABLE SCALE UNIDIMENSIONALITY
- ASSUMPTION OF PERPETUAL VALIDITY
- LOOSEY-GOOSEY MEASUREMENT OF PURCHASE INTENTION
- BOGUS MEASUREMENT OF SATISFACTION
- QUICK & DIRTY SCALE CREATION
- POOR DESCRIPTIONS OF SCALES
- DISCRIMINANT VALIDITY: EXCESSIVE NEGLECT & MISLEADING CLAIMS
- COMBINING ITEMS FROM MEASURES OF DIFFERENT CONSTRUCTS