Introduction to the Special Section: Measurement and Marketing Research—Is the Flirtation Going to Lead to a Romance?
| Autor: | Michael L. Ray, Gilbert A. Churchill |
|---|---|
| Rok vydání: | 1979 |
| Předmět: |
Marketing
Economics and Econometrics Engineering Operations research business.industry 05 social sciences 050401 social sciences methods Romance Engineering management Measurement testing Lead (geology) 0504 sociology 0502 economics and business Special section 050211 marketing Business and International Management business Marketing research Reliability (statistics) |
| Zdroj: | Journal of Marketing Research. 16:1-5 |
| ISSN: | 1547-7193 0022-2437 |
| DOI: | 10.1177/002224377901600101 |
| Popis: | The articles in this special section provide practical guidelines and examples for carrying out reliability and validity measurement testing, which is essential to the advancement of marketing research. A content analysis of JMR articles shows increasing concern with these issues in the past five years. A special AMA committee and a new JMR section are proposed to move the field beyond concern (flirtation) and into action (romance). |
| Databáze: | OpenAIRE |
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