Measurement in Marketing

by Hans Baumgartner, Bert Weijters

Overview

Measurement in Marketing reviews important issues related to measurement, which is indispensable for empirical research in marketing. The authors distinguish three related but distinct senses to think about measurement and based on this classification discuss issues relevant to each notion of measurement. In one sense, measurement means conceptualizing theoretical variables of interest and choosing appropriate observable indicators of the intended construct. In another sense, measurement means collecting the data necessary for an empirical examination of the theoretical issues under study. In a final sense measurement means constructing a model that relates the data collected in the second step to the latent factors representing the concepts the researcher is interested in, as specified in the first step.

Product Details

ISBN-13:	9781680836042
Publisher:	Now Publishers
Publication date:	12/11/2019
Series:	Foundations and Trends(r) in Marketing , #45
Pages:	136
Product dimensions:	6.14(w) x 9.21(h) x 0.29(d)

About the Author

Naresh K. Malhotra was selected as a Marketing Legend in 2010 and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who’s Who in America, and in Who’s Who in the World. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from Marquis Who’s Who. In 2020, Dr. Malhotra was listed in the published list of the World’s Top 2% Most-cited Researchers across all disciplines, according to research conducted by the Meta-Research Innovation Center at Stanford University. He has several top (number one) research rankings that have been published in the literature.

Hans Baumgartner is the Smeal Chair Professor of Marketing in the Smeal College of Business at the Pennsylvania State University, USA. His research interests are in consumer psychology and research methodology, particularly structural equation modeling and measurement analysis.

Bert Weijters is an Associate Professor of market research in the department of Work, Organization and Society at the Faculty of Psychology and Pedagogical Science, Ghent University, Belgium. His main research interests are in methodological research and consumer psychology.

Table of Contents

1. Introduction
2. Measurement as the Selection of Observable Indicators of Theoretical Concepts
3. Measurement as the Collection of Data from Respondents
4. Measurement as the Formulation of Measurement Models Linking Observable Indicators to Latent Concepts
5. Conclusion
Acknowledgements
References