Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

تمرين 4

Many areas of marketing research rely heavily on measures of psychological constructs. What characteristics inherent in these constructs make them so difficult to measure What tools can the marketing researcher use when evaluating the "correctness" of his or her measure In other words, what can we do that allows us to state with some degree of confidence that we are indeed measuring the construct of interest