- 288 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Measurement in Marketing
About This Book
Measurement is at the core of empirical research in marketing because researchers need measures that faithfully represent the constructs in their theories. This 19th volume of Review of Marketing Research addresses important measurement issues to deepen readers' appreciation of the fundamental role of measurement in empirical research in marketing.
Measurement in Marketing features a range of chapters from experts in the field who discuss the philosophical foundations of measurement, provide practical recommendations about measurement error and explore the latest research, offering guidance on the selection of appropriate implicit measures for capturing automatic cognitive processes.
Measurement in Marketing is built to provide a state-of-the-art discussion of current topics in measurement and deepen readers' appreciation of the fundamental role of measurement in empirical research in marketing.
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Table of contents
- Cover
- Series Editors
- Editorial Advisory Board
- Title
- Copyright
- Contents
- About the Editor-in-Chief
- About the Contributors
- Introduction
- Measurement in Marketing: Introduction by the Volume Editors
- Philosophical Foundations of Concepts and Their Representation and Use in Explanatory Frameworks
- Accounting for Uncertainty in the Measurement of Unobservable Marketing Phenomena
- Measurement Error and Research Design: Some Practical Issues in Conducting Research
- The Advancement of Measurement Invariance Testing in Cross-Cultural Research in the Period 1999â2020. Executing Rather Than Scrutinizing?
- How to Identify Careless Responders in Surveys
- An Application of M-MORE: A Multivariate Multiple Objective Random Effects Approach to Marketing Scale Dimensionality and Item Selection
- On the Selection and Use of Implicit Measures in Marketing Research: A Utilitarian Taxonomy
- Index