Review of Marketing Research
Measurement in Marketing
Edited by
Hans Baumgartner;
Hans Baumgartner
Pennsylvania State University, USA
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Bert Weijters
Bert Weijters
Ghent University, Belgium
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Emerald Publishing Limited
Volume
19
ISBN electronic:
978-1-80043-630-5
ISBN print:
978-1-80043-631-2
Series ISSN:
1548-6435
Publication date:
2022
Book Chapter
Measurement Error and Research Design: Some Practical Issues in Conducting Research
By
Madhu Viswanathan
Madhu Viswanathan
Loyola Marymount University, USA
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Madhu Viswanathan
Loyola Marymount University, USA
Copyright © 2022 by Emerald Publishing Limited
2022
Licensed reuse rights only
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Published:2022
Citation
Madhu Viswanathan, 2022. "Measurement Error and Research Design: Some Practical Issues in Conducting Research", Measurement in Marketing, Hans Baumgartner, Bert Weijters
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Copyright © 2022 by Emerald Publishing Limited
2022
Licensed reuse rights only
Abstract
This chapter draws from an understanding of measurement error to address practical issues that arise in measurement and research design in the day-to-day conduct of research. The topics include constructs and measurement error, the measure development process, and the indicators of measurement error. The discussion covers types of measurement error, types of measures, and common scenarios in conducting research, linking measurement to research design.
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