Measure Validation in Marketing
Open Access
- 1 November 1972
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 9 (4) , 361-370
- https://doi.org/10.1177/002224377200900401
Abstract
If marketers want to know the meaning of their measures, they must turn to measure validation, which consists of determining the extent to which measures correlate (convergent validity) and predictably do not correlate (discriminant validity).Keywords
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