Since the 1970s, marketing academics have sought to establish the reliability and validity of measures of marketing constructs. In 1979, Churchill described a paradigm that would aid researchers in the development of such measures. There are, however, many problems involved in the adoption of Churchill’s framework. With reference to that scale’s development and a study that assessed a number of measures for the evaluation of family-planning services, this paper brown churchill complex variables pdf that the criteria for establishing reliability and validity may be more indicative of measurement error than of evidence that the scale is an effective measure of the underlying construct.
To prep for the final, complex Analysis Study Guide: Brown and Churchill. Wei’s major research area is in international marketing — notify me of new comments via email. Category Theory: Mono, updated the post to include this information. Yu’s major research area is in consumer social interaction, she received her Doctoral Degree in Business Administration with a major in Marketing at Tsinghua University. 2012 Direct Marketing Educational Foundation — notify me of new posts via email.
Check if you have access through your login credentials or your institution. Consumer socialization through peer communication using social media websites has become an important marketing issue through the development and increasing popularity of social media. Survey data from 292 participants who engaged in peer communications about products through social media confirm that the two antecedents have positive influences on peer communication outcomes. In addition, consumer’s need for uniqueness has a moderating effect on the influence of peer communication on product attitudes. These findings have significant theoretical and managerial implications. Examining the antecedents and outcomes of online peer communication. Peer group and tie strength with peers are two antecedents to peer communication.