AN INVENTORY OF THE CHARACTERISTICS OF THE MARKETING SCALES CREATED AND TESTED IN BRAZIL

ABSTRACT The scales used in marketing research looking for obtaing reliability data. However, a lot of problems exist when the topic is used a valid and reliable scale. In this context, this paper analyzes the brazilian instruments proposed and validate (just in marketing field). For such purpose, the theory in scale development is discussed (suggestin a summarized figure) and, as consequence, that theory is tested empirically. A total of 26 scales were analyzed in the brazilian marketing field. The results suggested that it is necessary to use more the alternative methods suggested by the theory, such as confirmatory factor analysis and nomological validity.摘要：现有营销研究中用于获取信度数据的各类量表虽已得到广泛应用，但在构建具备效度与信度的量表时，仍存在诸多现实问题。在此背景下，本文针对巴西境内仅在营销领域内提出并完成验证的量表工具展开系统性分析。为此，本文首先探讨了量表开发的相关理论（建议辅以总结性图表），随后基于该理论开展实证检验。本次研究共分析了26份巴西营销领域的量表，结果显示，理论所推荐的替代分析方法——如验证性因子分析（confirmatory factor analysis）与法则效度（nomological validity）——的应用仍有待进一步推广与强化。