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A Paradigm for Developing Better Measures of Marketing Constructs

Gilbert A. Churchill

University of Wisconsin–Madison

Journal of Marketing Research 1979

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.

DOI
10.1177/002224377901600110
Volume
16 (1)
Pages
64-73
Language
en
Export
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Sources
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