| Description |
1 online resource : illustrations |
| Series |
SAGE Research Methods. Cases |
|
SAGE Research Methods. Cases
|
| Summary |
Choosing the right scale to measure accurately a performance or a behavior is an important research decision. But, what happens when there is not a scale measuring a business phenomenon? Then, after careful thought and thorough research, the researcher may need to create one. To do so, first, a sound conceptualization is needed to clearly define what will be measured. Second, the new scale should be valid. Third, the new scale should have a consistency regarding its performance in any future test, thus it should be reliable. Finally, it is critical to share any limitations and research ideas that will help the refinement of the scale in future studies. This case study shares my experience during a 4-year research journey toward the development of the green marketing orientation scale. This is a step-by-step guide for any ambitious scale developer |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on XML content |
| Subject |
Marketing research.
|
| Form |
Electronic book
|
| ISBN |
1526487713 |
|
9781526487711 (ebook) |
|
