Measurement in marketing

• Other Authors: Malhotra, Naresh K. (Editor), Baumgartner, Hans (Editor), Weijters, Bert (Editor)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2022.
• Series: Review of marketing research ; v. 19.
• Subjects: Marketing research.; Marketing audits.; elektronické knihy; electronic books
• ISBN: 9781800436329
• DOI: 10.1108/S1548-6435202219
• Physical Description: 1 online resource (288 pages).

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...