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Volume 10 of the Marketing Scales Handbook series is available! The book picks-up where the previous volume ended and has reviews of 402 multi-item scales used in scholarly consumer research. In terms of coverage, the bulk of the scales focus on topics well known in the fields of marketing and consumer science such as products, branding, advertising, retailing, and purchasing. Measures of many other topics are covered as well, including benevolence, co-production, corporate social responsibility, food, emotions, engagement, environmentalism, games, health, personality traits, satisfaction, social media, websites, and word-of-mouth. Read more about the book and download the sample that has the Table of Contents and examples of some reviews.
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 scholars who ought to know better. Why is this? Time is always limited but, does quick scale creation have to be so dirty?
Quick & Dirty Scale Creation
It is happening too frequently! A researcher uses a scale with low face validity and the only evidence provided in support of the measure's appropriateness and quality is its level of internal consistency. What is going on? I continue to come across these bad practices by scholars who ought to know better and who are publishing their work in the highest of marketing-related journals .--- more ---
- 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
- SIMPLISTIC METRICS ABUSE
- 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