Measurement in Marketing: Operationalization of Latent Constructs (Innovation, Entrepreneurship and Management) - Image 1

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Wiley Measurement in Marketing: Operationalization of Latent Constructs (Innovation, Entrepreneurship and Management)

Name: Measurement in Marketing: Operationalization of Latent Constructs (Innovation, Entrepreneurship and Management)
Brand: Wiley
Price: 112.27 GBP
Availability: InStock

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Description

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.

Product Specifications

Brand: Wiley
Format: hardcover
ASIN: 1786304627
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
Domain: Amazon UK
Release Date: 05 November 2019
Listed Since: 02 September 2019

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Wiley Measurement in Marketing: Operationalization of Latent Constructs (Innovation, Entrepreneurship and Management)

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Wiley Measurement in Marketing: Operationalization of Latent Constructs (Innovation, Entrepreneurship and Management)

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