Keywords: Validity
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Journal Articles
European Journal of Marketing (2016) 50 (11): 1959–1968.
Published: 14 November 2016
... such as electron spin), are real? In other words, given that the reality of all past unobservable attributes that were posited in scientific theories has been disproved, by what logic can we consider the attributes referred to by today’s scientific theories to be real? Psychometrics Measurement Validity...
Journal Articles
European Journal of Marketing (2016) 50 (3-4): 658–660.
Published: 11 April 2016
...William Rand; Roland T. Rust Purpose The purpose of this commentary is to explain that it is not useful to unnecessarily complicate a model. Striving for realism for its own sake does not advance understanding; however, making sure that a model provides valid insights is a useful goal. Design...

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