An examination of the stability of operationalisations of multi-item marketing scales.
Khurram J. Sharif, Samuel Sarpong Jr and Stavros P. Kalafatis
Since the publication of Churchill’s (1979) paper in which he proposed a ‘paradigm’ for the construction of multi-item scales, scholars have developed a considerable number of such scales designed to measure a wide variety of marketing phenomena.
An examination of the stability
of operationalisations of multi-item marketing scales
A look at the evidence for the
usefulness, reliability and validity of projective techniques in market research
Stavros P. Kalafatis and
Samuel Sarpong Jr
Kingston Business SchoolKhurram J. Sharif
Thames Valley University
Introduction and Research Aim
The departure points of this paper
...