%0 Journal Article
%T Advancing Measures in Advertising, Communication, and Public Relations: A Comprehensive Review of Scale Development Studies, 1960-2023
%A Hyoungkoo Khang
%A Eyun-Jung Ki
%A Jason Ziyuan Zhou
%A Da-Young Kang
%J Advances in Journalism and Communication
%P 513-528
%@ 2328-4935
%D 2024
%I Scientific Research Publishing
%R 10.4236/ajc.2024.124028
%X To investigate scale development research in advertising, communication, and public relations, in this study, we analyzed 240 articles from 38 journals with a publication date up to 2023. We followed a structured method for scale construction, including measure definition, item-pool generation, expert content validity testing, sample administration, and scale validation. The findings indicate a post-1990s surge in scale development, with methodologies diversifying for innovative scale creation. In recent years, advanced techniques in scale development have emerged across these disciplines. However, only 33% of the studies included in this research used exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) together; this reveals a lack of comprehensive reporting on EFA processes. The present study underscores the need for enhanced rigor and reporting in future scale-development research and offers specific recommendations to accomplish this.
%K Scale Development
%K Factor Analysis
%K Advertising
%K Communication
%K Public Relations
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=137143