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Measurement in Marketing: Operationalization of Latent Constructs - Couverture rigide

Frikha, Azza

 
9781786304629: Measurement in Marketing: Operationalization of Latent Constructs
Couverture rigide
ISBN 10 : 1786304627 ISBN 13 : 9781786304629
Editeur : ISTE Ltd and John Wiley & Sons Inc, 2019

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Azza Frikha has a PhD in Management Sciences from the University of Rennes 1 and is a University Professor of Marketing at the Tunis Business School (ESCT).

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
ISTE Ltd and John Wiley & Sons Inc
Date d'édition
2019
Langue
anglais
ISBN 10 
1786304627
ISBN 13 
9781786304629
Reliure
Relié
Nombre de pages
256
Coordonnées du fabricant
non disponible
Personne responsable
non disponible