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Measurement in Marketing

Measurement in Marketing

by Hans Baumgartner and Bert Weijters
Paperback
Publication Date: 11/12/2019
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Measurement in Marketing reviews important issues related to measurement, which is indispensable for empirical research in marketing. The authors distinguish three related but distinct senses to think about measurement and based on this classification discuss issues relevant to each notion of measurement. In one sense, measurement means conceptualizing theoretical variables of interest and choosing appropriate observable indicators of the intended construct. In another sense, measurement means collecting the data necessary for an empirical examination of the theoretical issues under study. In a final sense measurement means constructing a model that relates the data collected in the second step to the latent factors representing the concepts the researcher is interested in, as specified in the first step.
ISBN:
9781680836042
9781680836042
Category:
Sales & marketing
Format:
Paperback
Publication Date:
11-12-2019
Publisher:
now publishers Inc
Country of origin:
United States
Pages:
136
Dimensions (mm):
234x156x4mm
Weight:
0.2kg

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