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Book reviews

Book reviews Essam Mahmoud, Editor American Graduate School of International Management Scale Development: Theory and Applications and the general factor model. The various assumptions and implications of each model are clearly spelled out. by Robert F. DeVellis Two subsequent chapters discuss reliability and validity. (Newbury Park, CA: Sage Publications, 1991) Again, both the concepts and sufficient mathematics are presented to clearly explain the concepts and their applica- A large proportion of research in marketing and con- tion to scaling. A short section introduces generalizability sumer behavior uses multi-item, self-report scales to gather theory. Several examples clearly illustrate the differences data. Some scales are used repeatedly by successive re- among the types of validity. searchers, while a significant number of studies rely on The longest chapter in the book presents guidelines for scales developed solely for the study at hand. In either scale development so that the reader can immediately take instance, care must be taken to ensure that the scales yield the concepts reviewed in chapters one to four and apply reliable and valid data for the purposes of theory testing, them to the actual job of developing a valid and reliable solving real-world marketing problems, or for simply de- scale. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

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References (5)

Publisher
Springer Journals
Copyright
1992 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02723417
Publisher site
See Article on Publisher Site

Abstract

Essam Mahmoud, Editor American Graduate School of International Management Scale Development: Theory and Applications and the general factor model. The various assumptions and implications of each model are clearly spelled out. by Robert F. DeVellis Two subsequent chapters discuss reliability and validity. (Newbury Park, CA: Sage Publications, 1991) Again, both the concepts and sufficient mathematics are presented to clearly explain the concepts and their applica- A large proportion of research in marketing and con- tion to scaling. A short section introduces generalizability sumer behavior uses multi-item, self-report scales to gather theory. Several examples clearly illustrate the differences data. Some scales are used repeatedly by successive re- among the types of validity. searchers, while a significant number of studies rely on The longest chapter in the book presents guidelines for scales developed solely for the study at hand. In either scale development so that the reader can immediately take instance, care must be taken to ensure that the scales yield the concepts reviewed in chapters one to four and apply reliable and valid data for the purposes of theory testing, them to the actual job of developing a valid and reliable solving real-world marketing problems, or for simply de- scale.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Jun 1, 1992

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