Description

Scientific research uses concepts (or constructs) and requires means to measure them. Often latent, abstract and not directly observable, these concepts demand special attention. When facing problems related to their operationalization, considerable efforts are required to construe measures that effectively represent the phenomena studied. Measurement in Marketing presents a wide range of ideas to help researchers in the selection, design and validation of measurements of constructs. It analyzes the provisions that must be implemented to allow the transition from a latent conceptual construct to an operational level close to reality, and thus to make possible a fluid, reliable and valid reading of the phenomena observed. This instructive book guides readers through all stages of the implementation of a measure. It is intended for a wide audience, offering examples, summary tables and boxes in order to emphasize the primary information.

Measurement in Marketing: Operationalization of Latent Constructs

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£138.95

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Hardback by Azza Frikha

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Short Description:

Scientific research uses concepts (or constructs) and requires means to measure them. Often latent, abstract and not directly observable, these... Read more

    Publisher: ISTE Ltd and John Wiley & Sons Inc
    Publication Date: 05/11/2019
    ISBN13: 9781786304629, 978-1786304629
    ISBN10: 1786304627

    Number of Pages: 256

    Non Fiction , Business, Finance & Law

    Description

    Scientific research uses concepts (or constructs) and requires means to measure them. Often latent, abstract and not directly observable, these concepts demand special attention. When facing problems related to their operationalization, considerable efforts are required to construe measures that effectively represent the phenomena studied. Measurement in Marketing presents a wide range of ideas to help researchers in the selection, design and validation of measurements of constructs. It analyzes the provisions that must be implemented to allow the transition from a latent conceptual construct to an operational level close to reality, and thus to make possible a fluid, reliable and valid reading of the phenomena observed. This instructive book guides readers through all stages of the implementation of a measure. It is intended for a wide audience, offering examples, summary tables and boxes in order to emphasize the primary information.

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