Description

In order to improve operationalization and psychometric properties, a market orientation scale (MARKOR) taken from Kohli et al. (1993) is modified. The resulting market orientation scale (MO) has three dimensions: intelligence generation, intelligence dissemination, and responsiveness.

Items

• We poll end users at least once a year to assess the quality of our products and services.
• In our business unit, intelligence on our competitors is generated independently by several departments.
• We periodically review the likely effect of changes in our business environment (e.g., regulation) on customers.
• In this business unit, we frequently collect and evaluate general macro-economic information (e.g., interest rate, exchange rate, GDP, industry growth rate, inflation rate).
• In this business unit, we maintain contacts with ifficials of government and regulatory bodies (e.g., Department of Agriculture, FDA, FTC, Congress) in order to collect and evaluate pertinent information.
• In this business unit, we collect and evaluate information concerning general social trends (e.g., environmental consciousness, emerging lifestyles) that might affect our business.
• In the business unit, we spend time with our suppliers to learn more about various aspects of their business (e.g., manufacturing process, industry practices, clientele).
• In our business unit, only a few people are collecting competitor information. (reverse coded)

Source

• Matsuno et al. (2000): A refinement and validation of the MARKOR scale. Journal of the Academy of Marketing Science, Vol. 28, No. 4, pp. 527-539

Comments

Cronbach's alpha is too low.