Four subtle sins in scale development: some suggestions for strengthening the current paradigm

Despite continuing advances in statistical methods, problems in scalar measures persist. This paper reports the findings on a review of marketing scale batteries developed since the publication of Churchill's (1979) paper outlining a method for reliable and valid scale development.
  

Four Subtle Sins in Scale Development: Some Suggestions for Strengthening the Current Paradigm

Leisa Reinecke Flynn  and Dawn Pearcy Florida State University

 

Market research is fraught with controversies, vagaries and recurrent problems....