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

Naresh K. Malhotra, Soumya Mukhopadhyay, Xiaoyan Liu and Satyabhusan Dash

Churchill (1979) proposed a detailed procedure for the development of better multi-item measures that has become popular.
Malhotra et al.

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 &...

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