Improved scale development in marketing: an empirical illustration

Article Abstract:

A study was conducted to show the limitations of conventional methods of scale development in marketing research. Since marketing instruments are often used in research without sufficient evidence of their reliability, conclusions that are drawn are usually contradicted by follow-up studies. Methods on how researchers can improve the validity of their scales are also discussed.

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Maintaining research standards

Article Abstract:

An overview of the standards maintained in market research methodologies and the challenges faced by the market research industry is presented.

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The usefulness of the basic question procedure for determining non-response bias in substantive variables

Article Abstract:

The use of basic question procedure, as part of market research, in eliciting information from respondents on various issues, is discussed.

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