Measurement in Marketing reviews important issues related to
measurement, which is indispensable for empirical research in
marketing. The authors distinguish three related but distinct
senses to think about measurement and based on this classification
discuss issues relevant to each notion of measurement. In one
sense, measurement means conceptualizing theoretical variables of
interest and choosing appropriate observable indicators of the
intended construct. In another sense, measurement means collecting
the data necessary for an empirical examination of the theoretical
issues under study. In a final sense measurement means constructing
a model that relates the data collected in the second step to the
latent factors representing the concepts the researcher is
interested in, as specified in the first step.
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