Abstract
If marketers want to know the meaning of their measures, they must turn to measure validation, which consists of determining the extent to which measures correlate (convergent validity) and predictably do not correlate (discriminant validity).
Keywords
Measure (data warehouse)Discriminant validityConvergent validityMeaning (existential)MarketingTest validityEconometricsPsychologyComputer scienceStatisticsMathematicsData miningBusinessPsychometricsInternal consistency
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Publication Info
- Year
- 1972
- Type
- article
- Volume
- 9
- Issue
- 4
- Pages
- 361-370
- Citations
- 205
- Access
- Closed
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Cite This
Roger M. Heeler,
Michael L. Ray
(1972).
Measure Validation in Marketing.
Journal of Marketing Research
, 9
(4)
, 361-370.
https://doi.org/10.1177/002224377200900401
Identifiers
- DOI
- 10.1177/002224377200900401