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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, over 220 scales have been prepared for the next volume and many constructs have been touched on. Some of the constructs have been measured for many decades while others are new. As for what constructs have been touched on the most for Volume 13 at this point are AI, Virtual Reality, authenticity, engagement, loyalty, retailing, and brands. Below are the challenges faced in selecting scales and providing useful descriptions of them.

Scale-related Pet-Peeves Blog

While I would prefer all scales to 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 in our top academic journals.  I continue to come across sloppy practices by researchers who ought to know better. Why is this?  Time is always limited but, does scale creation have to be so sloppy?

Combining Items From Measures of Different Constructs

Do you think it is appropriate for a multi-item scale to be created by cherry-picking items from extant scales that measure different constructs? --- more ---


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