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Aparadigmfordevelopingbettermeasuresofmarketingconstructs.pdf

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MeasureandConstructValidityStudies GILBERTA.CHURCHILL,JR,* Acriticalelementintheevolutionofafundamentalbodyofknowledge inmarketing,aswellasforimprovedmarketingpractice,isthedevelopment ofbettermeasuresofthevariableswithwhichmarketerswork.Inthisarticle anappraachisoutlinedbywhichthisgoalcanbeachievedandportions oftheapproachareillustratedintermsofajobsatisfactionmeasure. AParadigmforDevelopingBetterMeasures ofMarketingConstructs InanarticleintheApril1978issueoftheJournalBurleighGardner,PresidentofSocialResearch, ofMarketing,JacobyplacedmuchoftheblameforInc.,makesasimilarpointwithrespecttoattitude thepoorqualityofsomeofthemarketingliteraturemeasurementinarecentissueoftheMarketingNews onthemeasuresmarketersusetoassesstheirvariables(May5,1978,p.1): ofinterest(p.91):Todaythesocialscientistsareenamoredofnumbers Morestupefyingthanthesheernumberofourmeasuresandcounting....Rarelydotheystopandask,"What istheeasewithwhichtheyareproposedandtheliesbehindthenumbers?" uncriticalmannerinwhichtheyareaccepted.Inpoint offact,mostofourmeasuresareonlymeasuresbecauseWhenwetalkaboutattitudeswearetalkingabout someonesaysthattheyare,notbecausetheyhaveconstructsofthemindastheyareexpressedinresponse beenshowntosatisfystandardmeasurementcriteriatoourquestions. (validity,reliability,andsensitivity).StatedsomewhatButusuallyallwereallyknowarethequestionswe differently,mostofourmeasuresarenomoresophisti-askandtheanswersweget. catedthanfirstassertingthatthenumberofpebbles apersoncancountinaten-minuteperiodisameasureMarketers,indeed,seemtobechokingontheir ofthatperson'sintelligence;next,conductingastudymeasures,asotherarticlesinthisissueattest.They andfmdingthatpeoplewhocancountmanypebblesseemtospendmucheffortandtimeoperatingby intenminutesalsotendtoeatmore;and,finally,theroutinewhichcomputertechniciansrefertoas concludingfromthis:peoplewithhighintelligencetendGIGO—garbagein,garbageout.AsJacobysosuc- toeatmore.cinctlyputsit,"Whatdoesitmeanifafindingis significantorthattheultimateinstatisticalan