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