A DIMENSIONAL EVALUATION OF GEORGE DAY´S MARKET ORIENTATION SCALE

Abstract

Market orientation has been studied by several researchers in various respects. Much of this research refers to how to measure the orientation towards the market of the businesses developing scales, testing their applicability or searching for the refinement of them. Other studies aim to identify the influences of this orientation over, as an example, the performance of businesses. This exploratory research carried out in conjunction with medium and large businesses of the Northeast region of Brazil, sought to evaluate the dimensions of the scale of market orientation developed by Day (1999). The result of the factorial analysis shows that the aforementioned scale presents some dimensionality problems which suggests the need to purify and validate it. As this is an initial research project, it is opportune and necessary to continue to test the scale in other contexts and with other types of samples. Key words: Marketing. Market Orientation. Scale.