Measurement in marketing / Azza Frikha ; editor, Regine Teulier.

Format:

Book

Author/Creator:

Frikha, Azza, author.

Contributor:

Teulier, Régine, editor.

Series:

THEi Wiley ebooks.

THEi Wiley ebooks

Language:

English

Subjects (All):

Marketing research.

Physical Description:

1 online resource (216 pages)

Edition:

1st edition

Place of Publication:

London, England ; Hoboken, New Jersey : Iste : Wiley, [2019]

System Details:

Access using campus network via VPN at home (THEi Users Only).

text file

Summary:

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.

Contents:

Characteristics and main types of measurement

Standardizing or constructing a measurement scale

Conception of a measurement scale

Construction of a measurement scale

Design of a measurement scale

Quantitative purification of a reflective scale

Validity of a measurement scale.

Notes:

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9781119671350

1119671353

9781119671374

111967137X

9781119671282

1119671280

OCLC:

1225939990