AN INVENTORY OF THE CHARACTERISTICS OF THE MARKETING SCALES CREATED AND TESTED IN BRAZIL

Authors

  • Valter Afonso Vieira Universidade Federal do Rio Grande do Sul
  • Luiz Antonio Slongo Universidade Federal do Rio Grande do Sul

Abstract

The scales used in marketing research looking for obtaing reliability data. However, a lot of problems exist when the topic is used a valid and reliable scale. In this context, this paper analyzes the brazilian instruments proposed and validate (just in marketing field). For such purpose, the theory in scale development is discussed (suggestin a summarized figure) and, as consequence, that theory is tested empirically. A total of 26 scales were analyzed in the brazilian marketing field. The results suggested that it is necessary to use more the alternative methods suggested by the theory, such as confirmatory factor analysis and nomological validity.

KEYWORDS: Scales; Marketing; Measurement; Reliability; Inventory.

Downloads

Download data is not yet available.

Author Biographies

Valter Afonso Vieira, Universidade Federal do Rio Grande do Sul

Mestre em Administração pelo PPGA/EA/UFRGS.

Luiz Antonio Slongo, Universidade Federal do Rio Grande do Sul

Professor no Mestrado/Doutorado do PPGA/EA/UFRGS.

Downloads

Published

2008-08-01

Issue

Vol. 8 No. 4 (2007)

Section

Presentation

License

Once the papers have been approved, the authors will assign their copyrights to this Journal.  The Copyright Assignment Conditions include:

1.  The Mackenzie Administration Journal holds the rights to all the papers published therein through assignment of copyright. 

2.  The author retains moral rights to the paper, including the right to identify the author whenever the article is published.

3. As of July 1, 2015 RAM adopted the CC-BY license standard (Creative Commons– BY). Authors are allowed to copy, distribute, display, transmit and adapt articles. Authors must attribute to RAM explicitly and clearly an article’s original publication (with reference to the journal’s name, edition, year and pages in which the article was originally published), yet without suggesting that RAM endorses the author or its use of the article. Contents are released by means of the CC-BY license to fully inter-operate with a variety of different systems and services, including for commercial purposes. In case of an article’s reuse or distribution, authors must make the article’s licensing terms clear to third parties. CC-BY criteria follow open access policies by major OA (Open Access) publishers and journals, such as PLoS, eLife, Biomed Central and Hindawi, among others.

4.  When formally requested by the author, this Journal may allow the paper to be published as a chapter or part of a book.  The only requirement is that prior publication in this Journal (Journal name, issue, year and pages) must be clearly and explicitly shown as a reference.