Improved scale development in marketing: an empirical illustration

Far too often marketing instruments are used in research without sufficient evidence of their reliability and validity.
  

Improved scale development in marketing: an empirical illustration

Nic S. Terblanche and Christo BoshoffUniversity of Stellenbosch, South Africa

INTRODUCTION

The old adage of 'what gets measured gets done' is as true today as it was when it was first coined. Managers often see the value of hard numbers, as these are supposed to remove the problems associated with subjective judgement and the interpretation of qualitative data. That is why we today have balanced scorecards, quantified performance measures and marketing audits, as well as textbooks such as The Science of Decision Making(Denardo 2001) and...

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