Scale development methodology : reflections from a PhD journey in marketing /

Choosing the right scale to measure accurately a performance or a behavior is an important research decision. But, what happens when there is not a scale measuring a business phenomenon? Then, after careful thought and thorough research, the researcher may need to create one. To do so, first, a soun...

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Bibliographic Details

Main Author:	Papadas, Karolos-Konstantinos (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications Ltd, 2019.
Series:	SAGE Research Methods. Cases.
Subjects:	Marketing research. Marketing. Marketing Behavior Rating Scale Research Design Marketing > Recherche. marketing. Marketing research
Online Access:	Connect to the full text of this electronic book