Salzberger, Thomas; Koller, Monika - In: Journal of Business Research 66 (2013) 9, pp. 1307-1317
In measuring latent variables, marketing research currently defines measurement as the assignment of numerals to … objects. On this basis, marketing researchers utilize a multitude of avenues to measurement. However, the scientific concept … of measurement requires the discovery of a specific structure in the data allowing for the inference of a quantitative …