Far too often marketing instruments are used in research without sufficient evidence of their reliability and validity. As a result conclusions are drawn, recommendations offered and managerial decisions made, based on empirical results that are often contradicted by follow-up studies, or are simply false. Correct measurement using valid and reliable scales is not just a 'nice to have' in marketing research - it is crucial. This study highlights the limitations of more conventional methods of scale development, and empirically illustrates how marketing researchers can improve the construct validity of their measuring scales by using contemporary techniques such as structural equation modelling. Â© 2008 The Market Research Society.
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