Special Session: Scale Measurements Review 101: Understanding Problematic Issues and Insights in Developing and Using Scale Measures in Academic Research: An Abstract

There exists a vast literature on developing and designing scale measurements use in conducting marketing and consumer behavior academic research. Yet questions continue to be raised concerning the actual quality and relevancy of many of the scales designs in capturing quality data for investigating and testing proposed relationships between constructs of interest. This special session narrows its focus on identifying and discussing a variety of fundamental, underlying scale design elements which create different problematic scaling issues, designs, and practices that negatively impact researchers’ efforts of capturing high quality and relevant data. A panel of scale measurement expert researchers’ break down the fundamental, underlying elements needed to enhance the construction of solid scale measurements. The session focuses around discussing specific questions such as: (a) What is the specific contextual defined target population of interest? (b) Is there a clear conceptual definition and understanding for each construct of interest? (c) What are the three elements making up any scale measure? (d) What are the four categorical types of raw data/information that scales can capture? (e) What are the scaling properties that can be activated in different types of scale designs? (f) What are the different categorical scale levels? (g) What are the appropriate measures of central tendencies and dispersions associated with different scale levels? (h) Does framing of the question, or scale setup, impact the selection of scale point descriptors? Other important elements may be discuss including the use of “inclusion and exclusion screening” questions, “attention” questions, and correct ordering of scale measurements in questionnaires. The session encourages audience questions and participation as a means of driving the discussion. The ensuing discussions of these fundamental scale elements should provide clearer insight and understanding of the impact of correctly applying the scaling elements to achieve (or enhance) the capturing of high quality data through the development and use of appropriate scale designs.