摘要：This paper examines the two most important and significant measures of market orientation, MKTOR and MARKOR. Initially, literature which is critical of these existing measures is reviewed. The unidimensionality and within method convergent validity of these scales is then analysed through confirmatory factor analysis. Analysis is based on a sample of privately owned Australian companies, and validated on a sample of publicly listed companies. Both measures in their original form are found to be inadequate, with poor empirical fit, and refined scales based on fewer measurement items are proposed.
