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....
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.
