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Keywords: Concepts of validity
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2011) 1 (2): 100–119.
Published: 12 July 2011
...Linda Brennan; Joseph Voros; Erica Brady Purpose The purpose of this paper is to shed light on concepts of validity and validation of social marketing research (SMR) with a view to enhancing SMR design and to inform SMR practice. Design/methodology/approach The paper defines and presents...
