Measurement in marketing /

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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Malhotra, Naresh K. (Editor ), Baumgartner, Hans (Editor ), Weijters, Bert (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bingley, UK : Emerald Publishing Limited, 2022.
Edición:First edition.
Colección:Review of marketing research ; v. 19.
Temas:
Marketing audits.
Marketing research.
Marketing > Audit.
Marketing > Recherche.
Market research.
Business & Economics > Marketing > Research.
Marketing audits
Marketing research
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Philosophical foundations of concepts and their representation and use in explanatory frameworks / Richard P. Bagozzi
  • Accounting for uncertainty in the measurement of unobservable marketing phenomena / Edward E. Rigdon and Marko Sarstedt
  • Measurement error and research design: some practical issues in conducting research / Madhu Viswanathan
  • The advancement of measurement invariance testing in cross-cultural research in the period 1999-2020. Executing rather than scrutinizing? / Hester van Herk and Sjoukje P.K. Goldman
  • How to identify careless responders in surveys / Hans Baumgartner and Bert Weijters
  • An application of M-MORE: a multivariate multiple objective random effects approach to marketing scale dimensionality and item selection / Adam Finn and Ujwal Kayande
  • On the selection and use of implicit measures in marketing research: a utilitarian taxonomy / Hendrik Slabbinck and Adriaan Spruyt.

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