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Volume 13 of the Marketing Scales Handbook series begins where the previous volume ended. The book has detailed descriptions of 450 multi-item scales that have been used by scholars in their published studies of consumers and other groups. The material is totally new to the series. University libraries can get the e-book version from EBSCO or ProQuest (ISBN: 979-8-218-67628-5). The print version is available at Amazon.
Below are the challenges that have been faced in selecting scales for the series and writing useful descriptions of them.
Scale-related Pet-Peeves Blog
Scales should be developed in a thorough, multi-step process that produces strong evidence of the reliability and validity of measures. Unfortunately, scholarly practices are not being conducted as much as they should be. Below are some of the issues that have been confronted when scales have been reviewed 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