Jr. Gilbert A. Churchill’s scientific contributions

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Publications (1)


A Paradigm For Developing Better Measures Of Marketing Constructs
  • Article

February 1979

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2,145 Reads

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10,403 Citations

Journal of Marketing Research

Jr. Gilbert A. Churchill

A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.

Citations (1)


... In addition, three components had fewer than three items. In line with best EFA practice (Churchill, 1979;Hinkin et al., 1997), we excluded complex items from the subsequent EFA, resulting in a three-component solution, with 23 items in the first component. The second and third components did not have multiple items with a factor loading >0.5; therefore, they were also dropped from the analysis. ...

Reference:

Metaverse platform attributes and customer experience measurement
A Paradigm For Developing Better Measures Of Marketing Constructs
  • Citing Article
  • February 1979

Journal of Marketing Research