This article addresses different relevant measurement issues in marketing and business disciplines related to human behavior. The measurement of variables is key to the scientific work, given its influence on the test of hypotheses and underlying theories. Evidence based on measures that do not meet the basic psychometric criteria of reliability and validity may lead to the acceptance of wrong theories and/or to the elimination of sound theories, that otherwise, using valid measures, would have been empirically supported. Additionally, this article presents a framework for the development of measurement instruments that satisfy the psychometric criteria discussed in the paper.
Keywords:
Measurement of variables, Marketing, Business disciplines, Reliability, Validity, Psychometric properties
Olavarrieta Soto, S. (1995). Measurement, reliability and validity in research in marketing and business disciplines related to human behavior. Estudios De Administración, 2(1), 69–116. https://doi.org/10.5354/0719-0816.1995.56695
