Improved scale development in marketing: an empirical illustration

Far too often marketing instruments are used in research without sufficient evidence of their reliability and validity.
  

Improved scale development in marketing: an empirical illustration

Nic S. Terblanche and Christo BoshoffUniversity of Stellenbosch, South Africa

INTRODUCTION

The old adage of 'what gets measured gets done' is as true today as it was when it was...

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