Descriptive analytics: its power to test the applicability of cross-national scales in exploratory studies
Conventional methodology for validating measures in consumer research relies on structural equation modeling. But, this procedure requires a fairly large sample size and a clear conceptualization of the relationship between individual items and various scale dimensions. Neither of these requirements...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2016-12-01
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| Series: | Innovative Marketing |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/8164/im_en_2016_03_Durvasula.pdf |