Measurement in Marketing

3Conception of a Measurement Scale

OBJECTIVES OF THE CHAPTER.–

This chapter addresses the architecture of a scale by examining different conceptualizations, their production and validation requirements. Their objectives are to:

• ‒ make a distinction between the measurement scales according to the envisaged relationships (reflective or formative) between the construct and its indicators;
• ‒ set up the foundations for the production and validation of the various scale specifications;
• ‒ distinguish between the scope of single-item scales and that of multiitem scales;
• ‒ highlight the criteria that facilitate the choice between a single-item scale and a multi-item scale.

3.1. Introduction

Before embarking on a long process of constructing a scale, it is essential to consider the type of phenomenon to conceptualize. A precise definition of the construct delimiting its borders makes it possible to observe more judiciously the nature of the concept and to consider the appropriate measure. So how should we conceive the constructs? Should they be considered as causes or consequences of other phenomena? Are they by nature very abstract, difficult to identify, requiring more sustained efforts to measure them?

In this reflection, two fundamental aspects contribute to the conceptualization of a phenomenon. First, it is necessary to gain an understanding of the relationships that may exist between the latent variable(s) representing this phenomenon and the observable indicators measuring ...