TAILIEUCHUNG - A paradigm for developing better measures of marketing constructs

Product designers learned years ago that they’d save time and money if they consulted with their colleagues in manufacturing rather than just throwing new designs over the wall. The two functions realized it wasn’t enough to just coexist—not when they could work together to create value for the company and for customers. You’d think that marketing and sales teams, whose work is also deeply interconnected, would have discovered something similar. As a rule, though, they’re separate functions within an organization, and, when they do work together, they don’t always get along. When sales are disappointing, Marketing blames the sales force for its poor execution of an otherwise brilliant rollout plan. The sales team, in turn, claims. | A paradigm for developing better measures of marketing constructs Gilbert A Churchill Jr JMR Journal of Marketing Research pre-1986 Feb 1979 16 000001 ABI INFORM Global pg. 64 Measure and Construct Validity Studies GILBERT A. CHURCHILL JR. 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. A Paradigm for Developing Better Measures of Marketing Constructs In an article in the April 1978 issue of the Journal of Marketing Jacoby placed much of the blame for the poor quality of some of the marketing literature on the measures marketers use to assess their variables of interest p. 91 More stupefying than the sheer number of our measures is the ease with which they are proposed and the uncritical manner in which they arc accepted. In point of fact most of our measures are only measures because someone says that they are not because they have been shown to satisfy standard measurement criteria validity reliabili y and sensitivity . Stated somewhat differently most of our measures are no more sophisticated than first asserting that the number of pebbles a person can count in a ten-minute period is a measure of that person s intelligence next conducting a study and finding that people who can count many pebbles in ten minutes also tend to eat more and finally concluding from this people with high intelligence tend to eat more. tjllbert A. Churchill is Professor of Marketing University of Wisconsin-Madison. The significant contributions of Michael Houston shelby Hunt John Nevin and Michael Rothschild through their comments on a draft of this article are gratefully acknowledged as are the many helpful comments of the anonymous reviewers. yhe AMA publications .

• Marketing - Bán hàng
• inclined strongly
• college journal
• pioneering discovery
• combat infections
• donation practices
• determining factor
• disturbing procedures
• Effects and Control
• Grazing
• Fuelwood and Fodder
• sufficient information