A01=Azza Frikha
Author_Azza Frikha
basis
Category=KJS
characteristics
choice
conception
concepts
continuum
definition
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
main
main formats
measure
multiple scales
nature
new
production protocols
range
reflection points
scale
scales
scales mode
search
types
Product details
- ISBN 9781786304629
- Weight: 544g
- Dimensions: 160 x 236mm
- Publication Date: 05 Nov 2019
- Publisher: ISTE Ltd and John Wiley & Sons Inc
- Publication City/Country: GB
- Product Form: Hardback
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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.
Azza Frikha has a PhD in Management Sciences from the University of Rennes 1 and is a University Professor of Marketing at the Tunis Business School (ESCT).
