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

Citation

Schwarz, N., & Peytchev, A. (2012). Self-reports in marketing research: How the questions shape the answers. In F. M. Feinberg, T. C. Kinnear, & J. R. Taylor (Eds.), Modern Marketing Research: Concepts, Methods, and Cases, 2nd ed. (pp. 291-294). Mason, OH: South-Western, Cengage Learning.

Abstract