Measurement in Marketing

Measurement in Marketing

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132.0 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 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… (more)

Book Details  

Publisher: Wiley-Iste (October 23, 2019)

Format: EPUB

Page count: 250 pages

File size: 1 MB

Protection: DRM

Language: English

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