Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/174252
Authors: 
Domínguez Sandoval, Stella Isabel
Year of Publication: 
2016
Citation: 
[Journal:] Revista de Métodos Cuantitativos para la Economía y la Empresa [ISSN:] 1886-516X [Volume:] 22 [Year:] 2016 [Pages:] 164-189
Abstract (Translated): 
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 measures of the variables with which marketers work. Colombian companies are using adapted tools from original English language found freely on Internet or marketing texts books. Because measure constructs more complex phenomena, this practice decreases the effectiveness in managing the marketing for the reliability and validity of the translated instrument is not measured. From the results obtained in this research, the need to explain a general process for developing constructs in terms that meet the needs of appropriate instruments and as a basis for future studies is evident.
Subjects: 
marketing management
marketing constructs
multi-items scales
Cronbach's alpha coeficient
construct validity
JEL: 
M31
C38
Creative Commons License: 
https://creativecommons.org/licenses/by-sa/4.0/
Document Type: 
Article

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