Key points are not available for this paper at this time.
The articles in this special section provide practical guidelines and examples for carrying out reliability and validity measurement testing, which is essential to the advancement of marketing research. A content analysis of JMR articles shows increasing concern with these issues in the past five years. A special AMA committee and a new JMR section are proposed to move the field beyond concern (flirtation) and into action (romance).
Ray et al. (Thu,) studied this question.