The Predictive Validity of Multiple-Item versus Single-Item...

The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs

Lars Bergkvist and John R. Rossiter
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Volume:
44
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.2307/30162466
Date:
May, 2007
File:
PDF, 1.63 MB
english, 2007
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