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Measurement in Marketing

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  • Baumgartner, Hans
  • Weijters, Bert

Abstract

We distinguish three senses of the concept of measurement (measurement as the selection of observable indicators of theoretical concepts, measurement as the collection of data from respondents, and measurement as the formulation of measurement models linking observable indicators to latent factors representing the theoretical concepts), and we review important issues related to measurement in each of these senses. With regard to measurement in the first sense, we distinguish the steps of construct definition and item generation, and we review scale development efforts reported in three major marketing journals since 2000 to illustrate these steps and derive practical guidelines. With regard to measurement in the second sense, we look at the survey process from the respondent’s perspective and discuss the goals that may guide participants’ behavior during a survey, the cognitive resources that respondents devote to answering survey questions, and the problems that may occur at the various steps of the survey process. Finally, with regard to measurement in the third sense, we cover both reflective and formative measurement models, and we explain how researchers can assess the quality of measurement in both types of measurement models and how they can ascertain the comparability of measurements across different populations of respondents or conditions of measurement. We also provide a detailed empirical example of measurement analysis for reflective measurement models.

Suggested Citation

  • Baumgartner, Hans & Weijters, Bert, 2019. "Measurement in Marketing," Foundations and Trends(R) in Marketing, now publishers, vol. 12(4), pages 278–400-2, December.
    • Handle: RePEc:now:fntmkt:1700000058
    DOI: 10.1561/1700000058
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    References listed on IDEAS

    as
    1. Wilcox, James B. & Howell, Roy D. & Breivik, Einar, 2008. "Questions about formative measurement," Journal of Business Research, Elsevier, vol. 61(12), pages 1219-1228, December.
    2. Weijters, Bert & Geuens, Maggie & Schillewaert, Niels, 2009. "The proximity effect: The role of inter-item distance on reverse-item bias," International Journal of Research in Marketing, Elsevier, vol. 26(1), pages 2-12.
    3. B. Weijters & M. Geuens & N. Schillewaert, 2008. "The Stability of Individual Response Styles," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/547, Ghent University, Faculty of Economics and Business Administration.
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    Cited by:

    1. Bartikowski, Boris & Richard, Marie-Odile & Gierl, Heribert, 2023. "Fit or misfit of culture in marketing communication? Development of the culture-ladenness fit index," Journal of Business Research, Elsevier, vol. 167(C).
    2. Hans Baumgartner & Bert Weijters & Rik Pieters, 2021. "The biasing effect of common method variance: some clarifications," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 221-235, March.

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    More about this item

    Keywords

    Marketing Research; Consumer Behavior; Measurement Error in Survey Data; Information Systems Research Methods: Measurement Instruments; Latent Variable Models;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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