Multi-item scale usage in marketing journals: 1980 to 1989

Journal of the Academy of Marketing Science · 1993 · Volume 21 · Issue 4

Abstract

The use of multi-item scales reported in six marketing journals during the 1980s is analyzed. The analysis replicates some aspects of the Churchill and Peter (1984) study and extends the examination to issues not reviewed previously in marketing. The database for the study is unique in that it attempts to incorporate every instance of scale usage from the defined domain. Among the findings is that the use of multi-item scales increased substantially during the 1980s but the reliability of those scales was not different from earlier periods. A majority of scales have their origins in marketing and nearly half of all scales were used to measure consumer behavior constructs.

Keywords

Marketing, Scale Item, Market Research, Response Alternative, Scale Usage

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