• Chapter

Self-reports in marketing research How the questions shape the answers

Citation

Schwarz, N., & Peytchev, A. (2008). Self-reports in marketing research: How the questions shape the answers. In FM. Feinberg, TC. Kinnear, & JR. Taylor (Eds.), Modern Marketing Research: Concepts, Methods, and Cases (pp. 282-285). Mason, OH: Thomson.