One, few or many? An integrated framework for identifying the items in measurement scales
Naresh K. Malhotra
Georgia Institute of Technology
Soumya Mukhopadhyay and Xiaoyan Liu
Nanyang Technological University
Satyabhusan Dash
IIM Lucknow
Introduction
The importance of scaling and measurement is well known in any field of basic and applied research. The purpose of measurement is to provide empirical estimation for relevant constructs of interest. Therefore, from the perspective of theory development and validation, measurement issues play a crucial role in any scientific endeavour. Research in marketing is no exception to this rule (Kalwani &...