Development and Empirical Validation of Symmetric Component Measures of Multi-Dimensional Constructs: The Case of Customer and Competitor Orientation
Psychological Reports, Vol. 103, pp. 199-213, 2008
25 Pages Posted: 4 Mar 2008 Last revised: 13 Aug 2009
Date Written: August 8, 2008
Atheoretical measure purification may lead to construct deficient measures. The purpose of this paper is to provide a theoretically driven procedure for the development and empirical validation of symmetric component measures of multi-dimensional constructs. We place particular emphasis on establishing a formalized three-step procedure for achieving a posteriori content validity. We then apply the procedure on the development and empirical validation of two symmetrical component measures of market orientation; customer orientation and competitor orientation. Moreover, the results suggest that average variance extracted is particularly critical to reliability in the respecification of multi-indicator measures. In relation to this, the results also reveal possible deficiencies in using Cronbach alpha for establishing reliable and valid measures.
Keywords: Content validity, unidimensionality, measurement, respecification, competitor orientation, customer orientation
JEL Classification: C10, C42, C80, M10
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