ISBN-10:
1848441657
ISBN-13:
9781848441651
Pub. Date:
01/01/2009
Publisher:
Elgar, Edward Publishing, Inc.
Measurement in Marketing Research: An Alternative Framework

Measurement in Marketing Research: An Alternative Framework

by Thomas Salzberger

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Product Details

ISBN-13: 9781848441651
Publisher: Elgar, Edward Publishing, Inc.
Publication date: 01/01/2009
Pages: 512

About the Author

Thomas Salzberger, Associate Professor, WU Wien, University of Economics and Business, Austria

Table of Contents

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

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