Hrvatsko društvo ekonomista

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February 2008. ::: Vol.59 No.01-02

Ljiljana Božić
Edo Rajh

THE ASSESSMENT OF PSYCHOMETRIC CHARACTERISTICS OF A SCALE FOR MEASURING MARKET ORIENTATION Izvorni znanstveni članak In this paper we analyze the psychometric characteristics of MKTOR scale for measuring market orientation developed by Narver and Slater (1990). The analysis is conducted in order to asses if this scale is applicable for measuring a market orientation in Croatian enterprises. Reliability and convergent and discriminant validity are assessed. In order to asses the reliability of the scale we used Cronbach alpha coefficient while the validity is assessed using confirmatory factor analysis. The results indicate reliability and convergent and discriminant validity of MKTOR scale that makes it applicable for measuring market orientation in Croatian enterprises. market orientation; MKTOR scale; psychometric characteristics Puni tekst (Hrvatski) Str. 38 - 50 (pdf, 195.39 KB)

THE ASSESSMENT OF PSYCHOMETRIC CHARACTERISTICS OF A SCALE FOR MEASURING MARKET ORIENTATION

Izvorni znanstveni članak

In this paper we analyze the psychometric characteristics of MKTOR scale for measuring market orientation developed by Narver and Slater (1990). The analysis is conducted in order to asses if this scale is applicable for measuring a market orientation in Croatian enterprises. Reliability and convergent and discriminant validity are assessed. In order to asses the reliability of the scale we used Cronbach alpha coefficient while the validity is assessed using confirmatory factor analysis. The results indicate reliability and convergent and discriminant validity of MKTOR scale that makes it applicable for measuring market orientation in Croatian enterprises.

market orientation; MKTOR scale; psychometric characteristics

Puni tekst (Hrvatski) Str. 38 - 50 (pdf, 195.39 KB)