Mishra, Manit. “Measurement in Marketing:A Study on Construct Validation With Special Reference to Multirait-Multimethod (MTMM) Matrix”. Indian Journal of Marketing 39, no. 7 (July 28, 2009): 9–15. Accessed January 20, 2026. https://www.indianjournalofmarketing.com/index.php/ijom/article/view/36997.