Original scientific paper

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

Ljiljana Božić
Edo Rajh

Abstract

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.

Keywords

market orientation; MKTOR scale; psychometric characteristics

Hrčak ID:

20819

URI

https://hrcak.srce.hr/20819

Publication date:

20.2.2008.

Article data in other languages: croatian

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