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.

Response format

7-point scale (1 = strongly disagree, 7 = strongly agree); rated by marketing managers

Scale 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.
• When deviations to the marketing plan occur, we are in most cases able to identify the cause.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Coefficient alpha not separately reported in the paper; AVE = .69 (reported in Table 3), implying composite reliability ≈ .90. Rated by marketing managers (separate from MPMS measures rated by management accounting executives—dyadic design). Market knowledge mediated the CMPMS–firm performance relationship. Adapted from Albers (1998) and Moorman and Miner (1997).

Recommended companion scales

Citation

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

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