An Exploratory Study of the Generalizability of Selected Marketing Measures

• 1 September 1988
• journal article
• Published by Springer Nature in Journal of the Academy of Marketing Science
• Vol. 16  (3) , 141-150
• https://doi.org/10.1177/009207038801600319

Abstract

Keywords

• MODEL
• FLEXIBILITY
• COEFFICIENTS
• PSYCHOMETRIC
• GENERALIZABILITY
• EXPLORATORY
• UNDEPENDABLE
• INAPPROPRIATE
• MARKETING MEASURES