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A Paradigm for Developing Better Measures of Marketing Constructs

A Paradigm for Developing Better Measures of Marketing Constructs A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

A Paradigm for Developing Better Measures of Marketing Constructs

Journal of Marketing Research , Volume 16 (1): 10 – Feb 1, 1979

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References (18)

Publisher
SAGE
Copyright
© 1979 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224377901600110
Publisher site
See Article on Publisher Site

Abstract

A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.

Journal

Journal of Marketing ResearchSAGE

Published: Feb 1, 1979

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