Measurement is at the core of empirical research in marketing because researchers need measures that faithfully represent the constructs in their theories. This 19th volume of Review of Marketing Research addresses important measurement issues to deepen readers' appreciation of the fundamental role of measurement in empirical research in marketing.

Measurement in Marketing features a range of chapters from experts in the field who discuss the philosophical foundations of measurement, provide practical recommendations about measurement error and explore the latest research, offering guidance on the selection of appropriate implicit measures for capturing automatic cognitive processes.

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.

About the Author

Naresh K. Malhotra was selected as a Marketing Legend in 2010 and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who's Who in America, and in Who's Who in the World. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from Marquis Who's Who. In 2020, Dr. Malhotra was listed in the published list of the World's Top 2% Most-cited Researchers across all disciplines, according to research conducted by the Meta-Research Innovation Center at Stanford University. He has several top (number one) research rankings that have been published in the literature.

Hans Baumgartner is the Smeal Chair Professor of Marketing in the Smeal College of Business at the Pennsylvania State University, USA. His research interests are in consumer psychology and research methodology, particularly structural equation modeling and measurement analysis.

Bert Weijters is an Associate Professor of market research in the department of Work, Organization and Society at the Faculty of Psychology and Pedagogical Science, Ghent University, Belgium. His main research interests are in methodological research and consumer psychology.

Book Information
ISBN 9781800436312
Author Naresh K. Malhotra
Format Hardback
Page Count 240
Imprint Emerald Publishing Limited
Publisher Emerald Publishing Limited
Weight(grams) 460g
Dimensions(mm) 229mm * 152mm * 18mm