Original paper
Assessing Measurement Error in Key Informant Reports: A Methodological Note on Organizational Analysis in Marketing
Abstract
The author examines the reliability and validity of measures of organizational characteristics used in previous marketing studies in the areas of strategic planning and distribution channels. Key informants in 506 wholesale-distribution companies provided reports on (1) characteristics of the firm's product portfolio and (2) characteristics of the firm's power-dependence relations with its major suppliers and customers. In contrast to previous...
Paper Details
Title
Assessing Measurement Error in Key Informant Reports: A Methodological Note on Organizational Analysis in Marketing
Published Date
Nov 1, 1981
Volume
18
Issue
4
Pages
395 - 415
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Notes
History