Abstract
The significance of assessing the reliability and validity of research instruments and findings is an emerging area of research in marketing. This paper reports on the findings of a grocery shopping behavior study focusing on the reliability of eight psychographic domains and various interactions in two different markets, and draws interesting implications from its findings.
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Parameswaran, R., Yaprak, A., Yavas, U. (2015). Reliability of Marketing Measurements Revisited: An Evaluation of Alternative Shopping Behavior. In: Rogers III, J., Lamb, Jr., C. (eds) Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16937-8_125
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DOI: https://doi.org/10.1007/978-3-319-16937-8_125
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