Content analytic approach to measuring constructs in operations and supply chain management

This paper presents and illustrates the content analytic approach to measuring constructs in operations and supply chain management (OSCM). In this paper, a methodological review of OSCM empirical research in 2002–2007 is provided to highlight that OSCM empirical studies, unlike those in other business disciplines, have rarely used content analysis as a methodological tool. This paper then reviews the methodological strengths of content analysis, which lie primarily in its malleability, economy of data collection, repeatability, and unobtrusiveness. These strengths not only make content analysis a viable empirical method but also position it as a method that can be used in concert with other empirical methods in OSCM research, such as survey, case study, and secondary research methodologies. This paper also proposes a generic framework for a content analytic approach to measuring theoretical constructs, illustrates the application of the framework to a construct in the OSCM literature (buyer–supplier relationalism), and reports the satisfactory results of reliability and validity tests for the content analysis‐based measure of buyer–supplier relationalism. In addition, this paper proposes and demonstrates that the use of convergence study in tandem with content analysis can substantially reduce the content analysis efforts needed in measuring the construct of interest, thus improving the overall efficiency of the process of content analysis.