Using Multi-Item Measurement Scales in Marketing Research
Marten van der Zee, Student (University), Netherlands, Premium Member
If you really want to say something (quantitatively) about things like customer attitude, customer behavior, brand loyalty or commitment towards a brand, product or an organization you need reliable measurement scales. These are often used in marketing research and marketing intelligence practices.
Such scales are usually built from several questions that together answer one question.
A great book regarding measurement scaling is the 'Marketing Scales Handbook' by Gordon. C. Bruner. In this book he describes 716 multi-item scales about consumer behavior and advertising research. All the scales described are used in earlier marketing research. The book is really handy if you want to do research about for instance attitudes, personality, commitment, ease of use, intentions, involvement, loyalty, satisfaction, word- of- mouth.
I will give an example of a multi-item measurement s...