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.
  

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...