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...
An examination of the stability of operationalisations of multi-item marketing scales.
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.
