Intelligence generation
Operations1 sample item
About this scale
In order to improve operationalization and psychometric properties, a market orientation scale (MARKOR) taken from Kohli et al. (1993) is modified. The resulting market orientation scale (MO) has three dimensions: intelligence generation, intelligence dissemination, and responsiveness.
Sample item(s)
“We poll end users at least once a year to assess the quality of our products and services.”
Notes
Cronbach's alpha is too low.
Source & citation
Matsuno et al. (2000): A refinement and validation of the MARKOR scale. Journal of the Academy of Marketing Science, Vol. 28, No. 4, pp. 527-539
Source & licence. This scale entry is compiled from the Wikibooks Handbook of Management Scales, used under the CC BY-SA 3.0 licence. Always consult the original publication (cited above) for the complete item set and permission to use.
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