Market Orientation: Summary Scale (Deshpande and Farley 1996)

The scale comprises 10 positively worded statements, each operationalized using a 5-place Likert-type item response format ranging from 1 = strongly disagree to 5 = strongly agree.

Authors

Kohli, Jaworski, and Kumar

Reliability and Validity

The market orientation factors for the multi-informant data were all correlated with six additional constructs: a global measure of market orientation, top management emphasis on market orientation, inter functional conflict, market-based rewards, employees' commitment, and subjective performance Overall, these findings were concluded to be moderately supportive of the validity of the market orientation construct

The author states the following, in reference to using the

Researchers who wish to use the MARKET ORIENTATION: MARKOR Kohli, Jaworski, and Kumar I ask only that the reference for these measures be reported in any published document and that the researchers send me basic psychometric data (e.g., means, standard deviations, alphas, and correlations with other measures) for the measure based on their sample.

Administration, Analysis and Reporting

Stats work composed of a team of professional statisticians which can obliged the professional or student researcher in support to fill the survey instrument, gathering the information, organising the analysis and describing the results.

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