Social desirability bias: A neglected as
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Maryon F. King; Gordon C. Bruner
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Article
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2000
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John Wiley and Sons
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English
β 97 KB
π 3 views
A tremendous growth in the use of multi-item scales in marketing research has occurred over the past two decades. Concurrently, there is increasing concern about the quality of these measures. Although the majority of marketing-related articles now discuss the reliability of the scales administered,