One, few or many? An integrated framework for identifying the items in measurement scales

• Main Authors: Malhotra, Naresh K., Dash, Satyabhusan, Mukhopadhyay, Soumya, Liu, Xiaoyan
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2015
• Subjects: DRNTU::Business::Marketing::Research
• Online Access: https://hdl.handle.net/10356/107363; http://hdl.handle.net/10220/25614; https://www.mrs.org.uk/ijmr_article/article/98377
• Institution: Nanyang Technological University

Churchill (1979) proposed a detailed procedure for the development of better multi-item measures that has become popular. Recently, however, many scholars have challenged this dominant paradigm. They argue that, in many marketing contexts where the target construct has a precise and concrete definit...