haku: @author Brown, J. / yhteensä: 21
viite: 14 / 21
| Tekijä: | Brown, J. Johnson, J. Koenig, H. |
| Otsikko: | Measuring the sources of marketing channel power: a comparison of alternative approaches |
| Lehti: | International Journal of Research in Marketing
1995 : NOV, VOL. 12:4, p. 333-354 |
| Asiasana: | RESEARCH MARKETING MEASUREMENT |
| Kieli: | eng |
| Tiivistelmä: | Researchers have employed two alternative approaches in measuring the sources of marketing channel power: an indirect assessment through assistances and punishments and a direct measurement of each specific power source. This study compares empirically the construct validity of both approaches. The results indicate that the reliability, the content validity, the within-method and across-method convergent validity, and the discriminant validity of both approaches are indeed acceptable, claim authors. |
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