Scientific research uses concepts (or constructs) and requires means to measure them. Often latent, abstract and not directly observable, these concepts demand special attention. When facing problems related to their operationalization, considerable efforts are required to construe measures that effectively represent the phenomena studied. Measurement in Marketing presents a wide range of ideas to help researchers in the selection, design and validation of measurements of constructs. It analyzes the provisions that must be implemented to allow the transition from a latent conceptual construct to an operational level close to reality, and thus to make possible a fluid, reliable and valid reading of the phenomena observed. This instructive book guides readers through all stages of the implementation of a measure. It is intended for a wide audience, offering examples, summary tables and boxes in order to emphasize the primary information.
Azza Frikha has a PhD in Management Sciences from the University of Rennes 1 and is a University Professor of Marketing at the Tunis Business School (ESCT).
Foreword ix
Introduction xiii
Chapter 1. Characteristics and Main Types of Measurement1
1.1. Introduction 1
1.2. The basis of the measure 2
1.2.1. Definition of the measure and connected concepts 2
1.2.2. The basic scales 5
1.3. Attitude scales 9
1.3.1. The main formats of multiple scales for measuring attitudes 12
1.3.2. The choice of an attitude scale 21
1.4. Conclusion 25
1.5. Knowledge tests 25
Chapter 2. Standardizing or Constructing a Measurement Scale27
2.1. Introduction 27
2.2. Existing or new scale: a range of choices 28
2.2.1. Standardizing or constructing a scale: benefits and limits 29
2.2.2. A continuum of possible choices 31
2.3. Reflection points to facilitate the choice of a scales mode of use 34
2.3.1. The basis for the decision 35
2.3.2. The search for equivalence 37
2.4. Conclusion 44
2.5. Knowledge tests 44
Chapter 3. Conception of a Measurement Scale47
3.1. Introduction 47
3.2. Conception according to the nature of indicator-construct relationships 48
3.2.1. The types of construct specification 48
3.2.2. The production protocols of a scale according to its nature 53
3.3. Conception of a single-item or multi-item measurement scale 62
3.3.1. The C-OAR-SE procedure: controversial contributions 62
3.3.2. The choice of a scale apprehension: large or small? 65
3.4. Conclusion 67
3.5. Knowledge tests 68
Chapter 4. Construction of a Measurement Scale69
4.1. Introduction 69
4.2. The foundations for producing a multi-item measurement scale 70
4.2.1. Churchills paradigm 70
4.2.2. Extensions and improvements to the scale development process 72
4.3. Updating the process of constructing a measurement scale 85
4.3.1. The process of developing a scale: updated sequence 86
4.3.2. The main axes for developing a scale 89
4.4. Conclusion 95
4.5. Knowledge tests 95
Chapter 5. Design of a Measurement Scale97
5.1. Introduction 97
5.2. The quantitative attributes of a measurement scale 98
5.2.1. Optimal number of items 98
5.2.2. Number of response modalities 101
5.3. The verbal components of a measurement scale 109
5.3.1. The formulation of the items 109
5.3.2. Label of the response modalities 118
5.4. The arrangement of the design components of a scale 120
5.4.1. Marking the scale attributes: some results 121
5.4.2. Points of reference 127
5.5. Conclusion 129
5.6. Knowledge tests 130
Chapter 6. Quantitative Purification of a Reflective Scale131
6.1. Introduction 131
6.2. Examination of the dimensionality of a measurement scale 132
6.2.1. The contributions of exploratory factor analysis to the scale development process 133
6.2.2. The implementation of exploratory factor analysis 135
6.2.3. Practices for better use of exploratory factor analysis 139
6.3. The true value model 144
6.4. Reliability 147
6.4.1. Conventional tests of the reliability of a measurement scale 147
6.4.2. Some recommendations for reliability testing 151
6.5. Conclusion 153
6.6. Knowledge tests 154
Chapter 7. Validity of a Measurement Scale155
7.1. Introduction 155
7.2. The main forms of the validity of a measurement scale 156
7.2.1. Content validity 156
7.2.2. Construct validity 163
7.2.3. Nomological validity 163
7.3. Protocols for checking the construct validity 168
7.3.1. The multitrait-multimethod matrix (MTMM) 169
7.3.2. Confirmatory factor analysis 173
7.4. Practical guides for assessing the validity of a measurement scale 179
7.4.1. Focus on confirmatory factor analysis (CFA) 179
7.4.2. Focus on the multitrait-multimethod matrix (MTMM) 181
7.4.3. Synergy in perspective 183
7.5. Conclusion 186
7.6. Knowledge test 187
Conclusion 189
Glossary 191
References 201
Index 219
