Measurement in Marketing Research

Name: Measurement in Marketing Research
Brand: ELGAR EDWARD
SKU: 401101
Price: 161.78 EUR
Availability: InStock

THOMAS SALZBERGER

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161,78 €

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ISBN

9781848441651

Mladinska knjiga ID

401101

Leto izida

2009

Datum izida

30.06.2009

Status dobavljivosti

Na zalogi pri dobavitelju

Jezik

ANG

Založnik

ELGAR EDWARD

Avtor

THOMAS SALZBERGER

Opis

An Alternative FrameworkInvestigates latent variables in marketing, focusing on paradigms as well as suggested alternative concepts. This book proposes a unified scientific definition of measurement that allows for testing the hypothesis of the real existence of a latent variable."Measurement in Marketing Research" investigates latent variables in marketing, focusing on current paradigms as well as recently suggested alternative concepts. The book proposes a unified scientific definition of measurement that allows for testing the hypothesis of the real existence of a latent variable. Thomas Salzberger analyses current measurement approaches in terms of their compliance with the scientific requirements of measurement. He reaches the conclusion that the predominantly applied practices, to a varying extent, suffer from substantial shortcomings, and suggests an alternative framework of measurement based on the philosophy of Rasch modelling. In the Rasch model great importance is attached to the mathematical principles of measurements, which take precedence over 'flexibility' in terms of accommodating idiosyncrasies of the data. The Rasch model promises to narrow the gap between the quality of measurement in the natural sciences and in the social sciences. The future of measurement in marketing is about to be set.; This book aims to raise researchers' awareness of measurement issues and to contribute to a transfer of knowledge from psychometrics into marketing research. Marketing researchers and postgraduate students will find this book invaluable.Contents: Preface 1. Quantitative Research in Marketing 2. Contemporary Measurement in Marketing Research 3. New Contributions on Measurement in Marketing 4. The Requirements of Measurement 5. A New Agenda of Measurement in Marketing 6. Scientific and Practical Marketing Research 7. Empirical Examples 8. Conclusions and Discussion References Index