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Measurement in Marketing

Author Azza Frikha
Release Date: 2019/12/01
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19
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Book 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.

Table of Contents

  1. Cover
  2. Foreword
  3. Introduction
    1. I.1. Subject matter and objective
    2. I.2. Interest of the subject and target audience
    3. I.3. Approach followed in the proposed debates
    4. I.4. Setting out the structure
  4. 1 Characteristics and Main Types of Measurement
    1. 1.1. Introduction
    2. 1.2. The basis of the measure
    3. 1.3. Attitude scales
    4. 1.4. Conclusion
    5. 1.5. Knowledge tests
  5. 2 Standardizing or Constructing a Measurement Scale
    1. 2.1. Introduction
    2. 2.2. Existing or new scale: a range of choices
    3. 2.3. Reflection points to facilitate the choice of a scale’s mode of use
    4. 2.4. Conclusion
    5. 2.5. Knowledge tests
  6. 3 Conception of a Measurement Scale
    1. 3.1. Introduction
    2. 3.2. Conception according to the nature of indicator-construct relationships
    3. 3.3. Conception of a single-item or multi-item measurement scale
    4. 3.4. Conclusion
    5. 3.5. Knowledge tests
  7. 4 Construction of a Measurement Scale
    1. 4.1. Introduction
    2. 4.2. The foundations for producing a multi-item measurement scale
    3. 4.3. Updating the process of constructing a measurement scale
    4. 4.4. Conclusion
    5. 4.5. Knowledge tests
  8. 5 Design of a Measurement Scale
    1. 5.1. Introduction
    2. 5.2. The quantitative attributes of a measurement scale
    3. 5.3. The verbal components of a measurement scale
    4. 5.4. The arrangement of the design components of a scale
    5. 5.5. Conclusion
    6. 5.6. Knowledge tests
  9. 6 Quantitative Purification of a Reflective Scale
    1. 6.1. Introduction
    2. 6.2. Examination of the dimensionality of a measurement scale
    3. 6.3. The true value model
    4. 6.4. Reliability
    5. 6.5. Conclusion
    6. 6.6. Knowledge tests
  10. 7 Validity of a Measurement Scale
    1. 7.1. Introduction
    2. 7.2. The main forms of the validity of a measurement scale
    3. 7.3. Protocols for checking the construct validity
    4. 7.4. Practical guides for assessing the validity of a measurement scale
    5. 7.5. Conclusion
    6. 7.6. Knowledge test
  11. Conclusion
  12. Glossary
  13. References
  14. Index
  15. End User License Agreement
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