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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…

Gilbert A. Churchill
https://resea.org/10.2307/3150876
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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 ma...