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Keywords: Psychometric tests
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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...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2005) 39 (3-4): 365–385.
Published: 01 March 2005
.... Nevertheless, the characteristics of both internal consistency, and coefficient alpha, necessitate a number of caveats. © Emerald Group Publishing Limited 2005 Market research Psychometric tests Statistics Since 1979, when Churchill's seminal article “A paradigm for measure development...
