Measurement in Marketing: Operationalization of Latent Constructs

Azza Frikha

Informasi Dasar

52 kali
20.21.1282
658.8
Buku - Elektronik (E-Book)
Tel-U Gedung Manterawu Lantai 5 : Rak 21
Tel-U Purwokerto : Rak 8

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.

Subjek

MARKETING MANAGEMENT
 

Katalog

Measurement in Marketing: Operationalization of Latent Constructs
978-1786304629
305p.: pdf file.;2 MB
English

Sirkulasi

Rp. 0
Rp. 0
Tidak

Pengarang

Azza Frikha
Perorangan
 
 

Penerbit

Wiley
New York
2019

Koleksi

Kompetensi

  • BAH2C3 - PEMASARAN
  • KBI1H3 - PEMASARAN

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