Measurement In Marketing Research

With the increase in interest in market research and market research techniques, this text is timely. Marketing Research is fully revised and up-dated to incorporate the effects of market research in industry. It begins by putting market research in context within different types of firms. An analysis of data collection, measurement, and analysis provides the reader with many different techniques from which to choose. Studies and research are used to present and support the techniques. Students are also taught how to design and conduct their own research, from start to finish.

The future of measurement in marketing is about to be set. This title will raise researchers' awareness of measurement issues and contributes to a transfer of knowledge from psychometrics into marketing research.

Measurement in Marketing is built to provide a state-of-the-art discussion of current topics in measurement and deepen readers’ appreciation of the fundamental role of measurement in empirical research in marketing.

Addresses issues pertaining to measurement and research methodology in an international marketing context. This title also addresses a range of subjects including response-bias in cross-cultural research, problems with cultural distance measures, and construct specification. It focuses on the development and application of novel research methods.