Mensuração em Marketing: Estado Atual, Recomendações e Desafios

The purpose of this article is to discuss about construct measurement in Marketing by summarizing the main considerations about the subject. First, it discusses the origins of the debates about the theme since the 1970s and describes its main consolidated models (the classical Churchill’s model, the COARSE model and the formative measurement model). Then it presents current concerns about the classical approach with relevant recommendations (particularly regarding multi-item measurement, single-item measurement, rating scales and cross-cultural aspects). At the end, it presents considerations about measurement trends in Marketing with emphasis on the Item Response Theory (IRT), Bayesian estimators and Partial Least Squares (PLS). The article updates the debate on the theme and contributes to Marketing experts and researchers who demand a current view about measurement and recommendations for research development.