One, few or many? An integrated framework for identifying the items in measurement scales
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...
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| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/107363 http://hdl.handle.net/10220/25614 https://www.mrs.org.uk/ijmr_article/article/98377 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | 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 definition, long multi-item measures can be substituted by shorter measures with fewer items, or even single-item measures. This has resulted in the controversy around the relative superiority of single- versus multi-item scales. We review the extant literature to summarise various arguments in favour of (or against) multi-item and single-item measures, respectively. Moreover, we propose an integrated framework for developing a new scale, reducing long multi-item scales to shorter multi-item measures or to single-item measures, or to expand an existing short (single-item) scale. The significant contributions of this paper to the literature are identified. |
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