Measurement in marketing:
Measurement is at the core of empirical research in marketing because researchers need measures that faithfully represent the constructs in their theories. This 19th volume of Review of Marketing Research addresses important measurement issues to deepen readers' appreciation of the fundamental...
Gespeichert in:
| Weitere beteiligte Personen: | , , |
|---|---|
| Format: | E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Bingley, U.K.
Emerald Publishing Limited
2022
|
| Schriftenreihe: | Review of marketing research
v. 19 |
| Links: | https://doi.org/10.1108/S1548-6435202219 |
| Zusammenfassung: | Measurement is at the core of empirical research in marketing because researchers need measures that faithfully represent the constructs in their theories. This 19th volume of Review of Marketing Research addresses important measurement issues to deepen readers' appreciation of the fundamental role of measurement in empirical research in marketing. Measurement in Marketing features a range of chapters from experts in the field who discuss the philosophical foundations of measurement, provide practical recommendations about measurement error and explore the latest research, offering guidance on the selection of appropriate implicit measures for capturing automatic cognitive processes. 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. |
| Umfang: | 1 Online-Ressource (288 Seiten) |
| ISBN: | 9781800436329 |
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| spelling | Measurement in marketing edited by Naresh K. Malhotra (Georgia Institute of Technology, USA), Hans Baumgartner (Pennsylvania State University, USA), Bert Weijters (Ghent University, Belgium) Bingley, U.K. Emerald Publishing Limited 2022 ©2022 1 Online-Ressource (288 Seiten) txt c cr Review of marketing research v. 19 Measurement is at the core of empirical research in marketing because researchers need measures that faithfully represent the constructs in their theories. This 19th volume of Review of Marketing Research addresses important measurement issues to deepen readers' appreciation of the fundamental role of measurement in empirical research in marketing. Measurement in Marketing features a range of chapters from experts in the field who discuss the philosophical foundations of measurement, provide practical recommendations about measurement error and explore the latest research, offering guidance on the selection of appropriate implicit measures for capturing automatic cognitive processes. 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. Baumgartner, Hans Malhotra, Naresh K. Weijters, Bert Erscheint auch als Druck-Ausgabe 9781800436305 Erscheint auch als Druck-Ausgabe 9781800436312 |
| spellingShingle | Measurement in marketing |
| title | Measurement in marketing |
| title_auth | Measurement in marketing |
| title_exact_search | Measurement in marketing |
| title_full | Measurement in marketing edited by Naresh K. Malhotra (Georgia Institute of Technology, USA), Hans Baumgartner (Pennsylvania State University, USA), Bert Weijters (Ghent University, Belgium) |
| title_fullStr | Measurement in marketing edited by Naresh K. Malhotra (Georgia Institute of Technology, USA), Hans Baumgartner (Pennsylvania State University, USA), Bert Weijters (Ghent University, Belgium) |
| title_full_unstemmed | Measurement in marketing edited by Naresh K. Malhotra (Georgia Institute of Technology, USA), Hans Baumgartner (Pennsylvania State University, USA), Bert Weijters (Ghent University, Belgium) |
| title_short | Measurement in marketing |
| title_sort | measurement in marketing |
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