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 F. M. Feinberg, T. C. Kinnear, & J. R. Taylor (Eds.), Modern Marketing Research: Concepts, Methods, and Cases (pp. 282-285). Mason, OH: Thomson.

Abstract