Market Orientation: MARKOR (Kohli, Jaworski, and Kumar 1993) - Statswork

Market Orientation: MARKOR (Kohli, Jaworski, and Kumar 1993)

The MARKOR scale consists of 20 items distributed across three factors as follows: intelligence generation, six items; intelligence dissemination, five items; and responsiveness, nine items. Seven of the items require reverse scoring. Items are operationalized using a 5-place response format bounded by strongly disagree (1) and strongly agree (5)


Kohli, Jaworski, and Kumar

Reliability and Validity

The market orientation factors for the multi-informant data were all correlated with six additional constructs: a global measure of market orientation, top management emphasis on market orientation, inter functional conflict, market-based rewards, employees' commitment, and subjective performance Overall, these findings were concluded to be moderately supportive of the validity of the market orientation construct

The author states the following, in reference to using the

Researchers who wish to use the MARKET ORIENTATION: MARKOR Kohli, Jaworski, and Kumar I ask only that the reference for these measures be reported in any published document and that the researchers send me basic psychometric data (e.g., means, standard deviations, alphas, and correlations with other measures) for the measure based on their sample.

Administration, Analysis and Reporting

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