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.

United Kingdom, Design and construction, Rating scales (Social science research), Rating scales, Report

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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.

Market Research Services, Marketing Research and Public Opinion Polling, Commercial nonphysical research, Research Services, Marketing research firms, Industry forecasts

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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.

Netherlands, Analysis, Forecasts and trends, Influence, Market trend/market analysis, Information management, Questionnaires, Information accessibility

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