The Market Orientation Construct: Measurement and Scaling Issues

The marketing conceptlmarket(ing) orientation constructs are examined from both a historical perspective and with respect to measurement and scaling issues. These three constructs are defined and studies from more than thirty years of empirical investigation of topics are referenced, summarized, and categorized by measurement objectives and fmdings. Measurement theory is discussed with implications for scaling the three constructs, with particular emphasis on the appropriate use of categorical, Likert, and Thurstone scales. Suggestions are provided for marketing managers seeking to measure their organization’s marketing orientation or extent of adoption of the marketing concept.