Measurement in Marketing

4Construction of a Measurement Scale

OBJECTIVES OF THE CHAPTER.–

This chapter structures the bases for the construction of a reflective measurement scale while specifying certain characteristics of the formative scales. Its objectives are to:

• – present the traditional process for constructing a scale;
• – highlight recommended improvements to the traditional process of building a scale;
• – propose an update to the process of developing a multi-item scale;
• – structure the main lines of thought when developing a scale.

4.1. Introduction

Previous discussions in this book established that multi-item reflective scales are widely applicable because of the multiplicity of latent (abstract) phenomena requiring multi-indicator measurements. However, it is clear that the process of developing a scale is difficult, time-consuming and costly. In addition, the construction of a reliable and valid scale requires extensive methodological and statistical expertise.

Aware of the importance of this task, several researchers have endeavored to design methodological and technical rules to be followed so as to ensure the development of instruments that measure latent phenomena as effectively as possible. The procedures developed identify a multitude of very useful steps and recommendations. Throughout this chapter, we will provide a better understanding of the steps and procedures that have been most widely used. Examining these steps will lead us to discuss the various improvements recommended ...