AN INVENTORY OF THE CHARACTERISTICS OF THE MARKETING SCALES CREATED AND TESTED IN BRAZIL
The scales used in marketing research looking for obtaing reliability data. However, a lot of problems exist when the topic is used a valid and reliable scale. In this context, this paper analyzes the brazilian instruments proposed and validate (just in marketing field). For such purpose, the theory...
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| Udgivet i: | RAM. Revista de Administração Mackenzie |
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| Principais autores: | , |
| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
Universidade Presbiteriana Mackenzie
2007
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| Fag: | |
| Online adgang: | https://www.redalyc.org/articulo.oa?id=195415184002 |
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