Abstract
In marketing research, it has been an important issue the choice between formative or reflective measurement models and specialists divide in two, by appreciating more one of the two methods. But the main idea is to choose the most appropriate method, in order to offer reliable results. Through this paper, a theoretical background on formative and reflective scales is built and an example of using one of the methods, by outlining a future research subject related to the perceived value of taxes by contributors, is offered in the end. Both theoreticians and practitioners can find useful ideas which can help them build a correct research, when approaching formative or reflective measurement.
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