A Paradigm for Developing Better Measures of Marketing Constructs

Gilbert A. Churchill

16,553 citations0/0 files storedJournal of Marketing Research

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Psychometric Methodologies and Testing Marketing and Advertising Strategies Business Strategies and Management Research

Abstract

A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.

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1951Coefficient Alpha and the Internal Structure of Tests 1971The Theory of Buyer Behavior 1976The Nature and Scope of Marketing

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