Measurement in Marketing

Measurement is essential for empirical research in marketing, and this 19th volume of Review of Marketing Research discusses important measurement issues to enhance readers' understanding of its role. The book covers philosophical foundations, measurement error, and the selection of appropriate implicit measures for capturing automatic cognitive processes.

Format: Hardback
Length: 288 pages
Publication date: 12 September 2022
Publisher: Emerald Publishing Limited

The measurement holds a pivotal position at the heart of empirical marketing research, as researchers require metrics that accurately capture the constructs outlined in their theories. This nineteenth volume of Review of Marketing Research delves into crucial measurement challenges, aimed at enhancing readers' understanding of the indispensable role of measurement in empirical marketing research.

Measurement in Marketing presents a diverse collection of chapters authored by esteemed experts in the field, exploring the philosophical underpinnings of measurement, offering practical insights into measurement error mitigation, and presenting the latest research findings. These chapters provide valuable guidance on selecting appropriate implicit measures to effectively capture automatic cognitive processes.

The primary objective of Measurement in Marketing is to offer a comprehensive and cutting-edge exploration of contemporary measurement topics, thereby deepening readers' appreciation of the fundamental significance of measurement in empirical marketing research.

Weight: 480g
Dimension: 161 x 237 x 21 (mm)
ISBN-13: 9781800436312