Measurement in marketing
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 eff...
| Other Authors: | , |
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| Format: | eBook |
| Language: | Inglés |
| Published: |
London, England ; Hoboken, New Jersey :
Iste
[2019]
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| Edition: | 1st edition |
| Series: | THEi Wiley ebooks.
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| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630771406719 |
Table of 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.
