Measurement in Marketing

Intro -- Table of Contents -- Foreword -- Introduction -- 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 -- End User License Agreement.