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Keywords: Measure validity
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2011) 45 (11-12): 1589–1600.
Published: 15 November 2011
... Limited 2011 Classical measurement theory Psychometric tests Measure validity Marketing Measurement We share with Rossiter the concern stated in his call for a “Marketing measurement revolution” (a paper hereafter referred to as MMR) in this issue of EJM, and in his prior work...
