Market Knowledge Scale

What it measures

Four-item reflective scale measuring the extent to which an organisation possesses structured and organised knowledge about its market. Two items capture absolute knowledge level (knowing value drivers, thoroughness of market development knowledge); two items assess diagnostic capability (identifying affected areas and causes when marketing plan deviations occur). Used as a mediator between marketing performance measurement system comprehensiveness and firm performance.

Representative items

• We know the relevant value-drivers in our market.
• Our knowledge concerning the development of our markets is thorough.
• When deviations to the marketing plan occur, we often know which areas are affected.

Citation

Homburg, C., Artz, M., & Wieseke, J. (2012). Marketing performance measurement systems: Does comprehensiveness really improve performance? Journal of Marketing, 76(3), 56–77.