Market Orientation and Its Measurement in Universities

Autor/inn/en	Niculescu, Mihai; Xu, Bing; Hampton, Gerald M.; Peterson, Robin T.
Titel	Market Orientation and Its Measurement in Universities
Quelle	In: Administrative Issues Journal: Education, Practice, and Research, 3 (2013) 2, (16 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	2153-7615
Schlagwörter	Measurement; Higher Education; Comparative Analysis; Orientation; Commercialization; Measures (Individuals); College Faculty; Structural Equation Models; Factor Analysis + Suchen Sie Ihr Suchwort? Messverfahren; Hochschulbildung; Hochschulsystem; Hochschulwesen; Orientierung; Messdaten; Fakultät; Faktorenanalyse
Abstract	Historically, the measurement of market orientation has proved to be difficult, due to the low external validity of the concept. Existing scales exhibit acceptable properties in measuring market orientation in business organizations, but are less accurate in the context of higher education institutions. This paper compares the performance of three scales--the MARKOR scale, the MKTOR scale, and the University MARKOR scale--in the context of academic organizations. Results indicate that the MARKOR and the MKTOR scales need modifications, in order to accurately measure the construct in the new context. Evidence suggests that the student-oriented University MARKOR scale outperforms existing scales in predicting university performance. (As Provided).
Anmerkungen	Southwestern Oklahoma State University. 100 Campus Drive PAX 208, Weatherford, OK 73096. Tel: 580-774-7175; Fax: 580-774-7020; e-mail: aij@swosu.edu; Web site: http::www.swosu.edu/academics/aij/index.asps
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01