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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?
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 ---
Previous 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