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Measurement in Marketing
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Newark :
John Wiley & Sons, Incorporated,
2019.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Intro; Table of Contents; Foreword; Introduction; 1 Characteristics and Main Types of Measurement; 1.1. Introduction; 1.2. The basis of the measure; 1.3. Attitude scales; 1.4. Conclusion; 1.5. Knowledge tests; 2 Standardizing or Constructing a Measurement Scale; 2.1. Introduction; 2.2. Existing or new scale: a range of choices; 2.3. Reflection points to facilitate the choice of a scale's mode of use; 2.4. Conclusion; 2.5. Knowledge tests; 3 Conception of a Measurement Scale; 3.1. Introduction; 3.2. Conception according to the nature of indicator-construct relationships
- 3.3. Conception of a single-item or multi-item measurement scale3.4. Conclusion; 3.5. Knowledge tests; 4 Construction of a Measurement Scale; 4.1. Introduction; 4.2. The foundations for producing a multi-item measurement scale; 4.3. Updating the process of constructing a measurement scale; 4.4. Conclusion; 4.5. Knowledge tests; 5 Design of a Measurement Scale; 5.1. Introduction; 5.2. The quantitative attributes of a measurement scale; 5.3. The verbal components of a measurement scale; 5.4. The arrangement of the design components of a scale; 5.5. Conclusion; 5.6. Knowledge tests
- 6 Quantitative Purification of a Reflective Scale6.1. Introduction; 6.2. Examination of the dimensionality of a measurement scale; 6.3. The true value model; 6.4. Reliability; 6.5. Conclusion; 6.6. Knowledge tests; 7 Validity of a Measurement Scale; 7.1. Introduction; 7.2. The main forms of the validity of a measurement scale; 7.3. Protocols for checking the construct validity; 7.4. Practical guides for assessing the validity of a measurement scale; 7.5. Conclusion; 7.6. Knowledge test; Conclusion; Glossary; References; Index; End User License Agreement