According to Narver and Slater, Market orientation (MO) consists of three sub-constructs: customer orientation, competitor orientation, and inter-functional coordination.
What would be the best research methodology to add one more construct (e.g. Digital)?
You can perform a factorial analysis by evaluating instruments that measure those factors and determine through a SEM analysis that it is a suitable model where it explains your teo model.
Generally when a new variable is to be found and added as in when you need to find that one new variable or factor to an already existing review,we use exploration.if review gives only these three variants then you can only add a fourth one when an expert says it could be added to this construct market orientation.The same can be done through personal interview or focus group with experts.Once the experts say it it can be concluded that this factor is a part of the construct market orientation
Jaspreet Kaur thank you Jaspreet. I am comparing now between the quant and qual. methods..
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