Measurement in Marketing
eBook - ePub

Measurement in Marketing

  1. 288 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

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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Yes, you can access Measurement in Marketing by Hans Baumgartner, Bert Weijters, Hans Baumgartner,Bert Weijters in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Emerald Publishing Limited
Year
2022
Print ISBN
9781800436312
eBook ISBN
9781800436329
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. Cover
  2. Series Editors
  3. Editorial Advisory Board
  4. Title
  5. Copyright
  6. Contents
  7. About the Editor-in-Chief
  8. About the Contributors
  9. Introduction
  10. Measurement in Marketing: Introduction by the Volume Editors
  11. Philosophical Foundations of Concepts and Their Representation and Use in Explanatory Frameworks
  12. Accounting for Uncertainty in the Measurement of Unobservable Marketing Phenomena
  13. Measurement Error and Research Design: Some Practical Issues in Conducting Research
  14. The Advancement of Measurement Invariance Testing in Cross-Cultural Research in the Period 1999–2020. Executing Rather Than Scrutinizing?
  15. How to Identify Careless Responders in Surveys
  16. An Application of M-MORE: A Multivariate Multiple Objective Random Effects Approach to Marketing Scale Dimensionality and Item Selection
  17. On the Selection and Use of Implicit Measures in Marketing Research: A Utilitarian Taxonomy
  18. Index