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Medientyp:
E-Artikel
Titel:
A Paradigm for Developing Better Measures of Marketing Constructs
Beteiligte:
Churchill, Gilbert A.
Erschienen:
SAGE Publications, 1979
Erschienen in:
Journal of Marketing Research, 16 (1979) 1, Seite 64-73
Sprache:
Englisch
DOI:
10.1177/002224377901600110
ISSN:
0022-2437;
1547-7193
Entstehung:
Anmerkungen:
Beschreibung:
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.