Measurement in Marketing:
Measurement in Marketingis 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
Gespeichert in:
1. Verfasser: | |
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Format: | Elektronisch E-Book |
Sprache: | English |
Veröffentlicht: |
Bingley
Emerald Publishing Limited
2022
|
Ausgabe: | 1st ed |
Schriftenreihe: | Review of Marketing Research Series
v.19 |
Schlagworte: | |
Online-Zugang: | DE-2070s |
Zusammenfassung: | Measurement in Marketingis 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 |
Beschreibung: | Description based on publisher supplied metadata and other sources |
Beschreibung: | 1 Online-Ressource (241 Seiten) |
ISBN: | 9781800436329 |
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505 | 8 | |a Cover -- MEASUREMENT IN MARKETING -- REVIEW OF MARKETING RESEARCH -- EDITORIAL ADVISORY BOARD -- MEASUREMENT IN MARKETING -- Copyright -- CONTENTS -- ABOUT THE EDITOR-IN-CHIEF -- ABOUT THE CONTRIBUTORS -- INTRODUCTION -- Measurement in Marketing: Introduction by the Volume Editors -- References -- Philosophical Foundations of Concepts and Their Representation and Use in Explanatory Frameworks -- Abstract -- Simple Concepts -- Complex Concepts -- Simple Homogeneous and Heterogeneous Concepts -- Complex Concepts (Correlated Dimensions) -- Hierarchically Organized Multidimensional Concepts -- Brief Comment on Framework in Table 1 -- Comment on Formative Versus Reflective Models -- Hylomorphism -- The Received View in Consumer Research -- Mind-Body Theories -- Role of Causality -- Hylomorphic Concepts and Hylomorphic Causality -- Conclusion -- Acknowledgments -- References -- Accounting for Uncertainty in the Measurement of Unobservable Marketing Phenomena -- Abstract -- The Common Factor Model Is Correct in the Population -- The Common Factor Is the Measurand -- Statistics Capture all of the Uncertainty Associated With Measurement -- Major Implications -- Example -- Conclusion -- References -- Measurement Error and Research Design: Some Practical Issues in Conducting Research -- Abstract -- Constructs and Measurement -- Constructs -- Constructs and Measurement Error -- Measure Development Process -- Elements of the Measure Development Process -- Items and Measures -- Measurement Approaches -- Indicators of Measurement Error -- Reliability and Validity -- Types of Validity -- Dimensionality -- Why Indicators of Measurement Error Matter -- Types of Measurement Error -- Types of Measures -- Stimulus- Versus Respondent-Centered Scales -- Formative Versus Reflective Indicators -- Measurement Issues in Day-to-Day Research | |
505 | 8 | |a Using Previously Validated Measures -- Using Partially Validated or Unvalidated Measures -- Using "Objective Versus Subjective" Measures -- Cross Cultural Measurement -- Measurement Error and Research Design -- Measurement Error and Experimental Design -- From Measurement Error to Research Design -- Conclusion -- Notes -- References -- The Advancement of Measurement Invariance Testing in Cross-Cultural Research in the Period 1999-2020. Executing Rather Than ... -- Abstract -- Introduction -- Part I Cross-Cultural and Cross-National Research in Marketing -- Bibliometric Analyses -- Highly Cited Articles in the Field and Their Impact in Practice -- Part II Testing Measurement Invariance in Marketing Research -- Background -- MI Assessment in Cross-Cultural Marketing -- Part III Articles Citing Measurement Invariance Testing and Beyond -- Conclusion and Discussion -- Limitations -- Future Research -- Acknowledgment -- Notes -- References -- How to Identify Careless Responders in Surveys -- Abstract -- The Phenomenon of Careless Responding in Surveys -- A Classification of Methods for Identifying Careless Responders -- Empirical Study -- Methods for Identifying Careless Responders -- Category 1 Methods: Self-Reported Effort -- Category 2 Methods: Response Times -- Category 3 Methods: Bogus Items and Instructional Manipulation Checks -- Category 4 Methods: Quality of Responses to Substantive Questions -- Relationships Between the Different Measures of Careless Responding -- Conclusion -- References -- An Application of M-MORE: A Multivariate Multiple Objective Random Effects Approach to Marketing Scale Dimensionality and I ... -- Abstract -- Identifying Scale Dimensionality and Selecting Items -- Traditional Paradigm -- The M-MORE Methodology -- Empirical Application -- Specify the Nature of the Focal Construct | |
505 | 8 | |a Generate a Pool of Scale Items for Each Dimension -- M-MORE Approach -- Traditional Factor Analysis Approach -- Criterion Validity Comparisons -- Discussion -- Limitations -- Conclusion -- Notes -- References -- On the Selection and Use of Implicit Measures in Marketing Research: A Utilitarian Taxonomy -- Abstract -- Introduction -- Four (Popular) Implicit Measures Suited for Marketing Research -- The Evaluative Priming Task -- The Affect Misattribution Procedure -- The Implicit Association Task -- The Propositional Evaluation Paradigm -- How Do Marketing Researchers Typically Justify the Use of (Specific) Implicit Measures? -- The Functional Mapping Approach -- Automaticity Features -- Unaware -- Unawareness of an Instigating Stimulus -- Unawareness of the Automatic Appraisals Triggered by a Stimulus -- Unawareness of the Influence of Automatic Appraisals on Subsequent Judgments, Feelings, and/or Behavior -- Unintentional and Uncontrolled -- Unintentional But Goal-Dependent -- Uncontrollable in the Counteracting Sense -- Efficient -- Fast -- Structure-Related Features -- Structural Makeup -- EPT -- AMP -- IAT -- PEP -- Versatility and Scope -- Reliability -- Ease of Completion -- Additional Evaluation Criteria -- Ease of Implementation -- Pencil-and-Paper Versus Digital Administration -- Completion Time -- Ease of Data Aggregation -- Relative Versus Nonrelative Measures -- Discussion -- References -- INDEX. | |
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Datensatz im Suchindex
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adam_text | |
any_adam_object | |
author | Malhotra, Naresh K. |
author_facet | Malhotra, Naresh K. |
author_role | aut |
author_sort | Malhotra, Naresh K. |
author_variant | n k m nk nkm |
building | Verbundindex |
bvnumber | BV049874375 |
classification_rvk | QP 611 |
collection | ZDB-30-PQE |
contents | Cover -- MEASUREMENT IN MARKETING -- REVIEW OF MARKETING RESEARCH -- EDITORIAL ADVISORY BOARD -- MEASUREMENT IN MARKETING -- Copyright -- CONTENTS -- ABOUT THE EDITOR-IN-CHIEF -- ABOUT THE CONTRIBUTORS -- INTRODUCTION -- Measurement in Marketing: Introduction by the Volume Editors -- References -- Philosophical Foundations of Concepts and Their Representation and Use in Explanatory Frameworks -- Abstract -- Simple Concepts -- Complex Concepts -- Simple Homogeneous and Heterogeneous Concepts -- Complex Concepts (Correlated Dimensions) -- Hierarchically Organized Multidimensional Concepts -- Brief Comment on Framework in Table 1 -- Comment on Formative Versus Reflective Models -- Hylomorphism -- The Received View in Consumer Research -- Mind-Body Theories -- Role of Causality -- Hylomorphic Concepts and Hylomorphic Causality -- Conclusion -- Acknowledgments -- References -- Accounting for Uncertainty in the Measurement of Unobservable Marketing Phenomena -- Abstract -- The Common Factor Model Is Correct in the Population -- The Common Factor Is the Measurand -- Statistics Capture all of the Uncertainty Associated With Measurement -- Major Implications -- Example -- Conclusion -- References -- Measurement Error and Research Design: Some Practical Issues in Conducting Research -- Abstract -- Constructs and Measurement -- Constructs -- Constructs and Measurement Error -- Measure Development Process -- Elements of the Measure Development Process -- Items and Measures -- Measurement Approaches -- Indicators of Measurement Error -- Reliability and Validity -- Types of Validity -- Dimensionality -- Why Indicators of Measurement Error Matter -- Types of Measurement Error -- Types of Measures -- Stimulus- Versus Respondent-Centered Scales -- Formative Versus Reflective Indicators -- Measurement Issues in Day-to-Day Research Using Previously Validated Measures -- Using Partially Validated or Unvalidated Measures -- Using "Objective Versus Subjective" Measures -- Cross Cultural Measurement -- Measurement Error and Research Design -- Measurement Error and Experimental Design -- From Measurement Error to Research Design -- Conclusion -- Notes -- References -- The Advancement of Measurement Invariance Testing in Cross-Cultural Research in the Period 1999-2020. Executing Rather Than ... -- Abstract -- Introduction -- Part I Cross-Cultural and Cross-National Research in Marketing -- Bibliometric Analyses -- Highly Cited Articles in the Field and Their Impact in Practice -- Part II Testing Measurement Invariance in Marketing Research -- Background -- MI Assessment in Cross-Cultural Marketing -- Part III Articles Citing Measurement Invariance Testing and Beyond -- Conclusion and Discussion -- Limitations -- Future Research -- Acknowledgment -- Notes -- References -- How to Identify Careless Responders in Surveys -- Abstract -- The Phenomenon of Careless Responding in Surveys -- A Classification of Methods for Identifying Careless Responders -- Empirical Study -- Methods for Identifying Careless Responders -- Category 1 Methods: Self-Reported Effort -- Category 2 Methods: Response Times -- Category 3 Methods: Bogus Items and Instructional Manipulation Checks -- Category 4 Methods: Quality of Responses to Substantive Questions -- Relationships Between the Different Measures of Careless Responding -- Conclusion -- References -- An Application of M-MORE: A Multivariate Multiple Objective Random Effects Approach to Marketing Scale Dimensionality and I ... -- Abstract -- Identifying Scale Dimensionality and Selecting Items -- Traditional Paradigm -- The M-MORE Methodology -- Empirical Application -- Specify the Nature of the Focal Construct Generate a Pool of Scale Items for Each Dimension -- M-MORE Approach -- Traditional Factor Analysis Approach -- Criterion Validity Comparisons -- Discussion -- Limitations -- Conclusion -- Notes -- References -- On the Selection and Use of Implicit Measures in Marketing Research: A Utilitarian Taxonomy -- Abstract -- Introduction -- Four (Popular) Implicit Measures Suited for Marketing Research -- The Evaluative Priming Task -- The Affect Misattribution Procedure -- The Implicit Association Task -- The Propositional Evaluation Paradigm -- How Do Marketing Researchers Typically Justify the Use of (Specific) Implicit Measures? -- The Functional Mapping Approach -- Automaticity Features -- Unaware -- Unawareness of an Instigating Stimulus -- Unawareness of the Automatic Appraisals Triggered by a Stimulus -- Unawareness of the Influence of Automatic Appraisals on Subsequent Judgments, Feelings, and/or Behavior -- Unintentional and Uncontrolled -- Unintentional But Goal-Dependent -- Uncontrollable in the Counteracting Sense -- Efficient -- Fast -- Structure-Related Features -- Structural Makeup -- EPT -- AMP -- IAT -- PEP -- Versatility and Scope -- Reliability -- Ease of Completion -- Additional Evaluation Criteria -- Ease of Implementation -- Pencil-and-Paper Versus Digital Administration -- Completion Time -- Ease of Data Aggregation -- Relative Versus Nonrelative Measures -- Discussion -- References -- INDEX. |
ctrlnum | (ZDB-30-PQE)EBC7080245 (ZDB-30-PAD)EBC7080245 (ZDB-89-EBL)EBL7080245 (OCoLC)1344160618 (DE-599)BVBBV049874375 |
dewey-full | 658.802 |
dewey-hundreds | 600 - Technology (Applied sciences) |
dewey-ones | 658 - General management |
dewey-raw | 658.802 |
dewey-search | 658.802 |
dewey-sort | 3658.802 |
dewey-tens | 650 - Management and auxiliary services |
discipline | Wirtschaftswissenschaften |
edition | 1st ed |
format | Electronic eBook |
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id | DE-604.BV049874375 |
illustrated | Not Illustrated |
indexdate | 2024-11-05T17:02:58Z |
institution | BVB |
isbn | 9781800436329 |
language | English |
oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-035213833 |
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open_access_boolean | |
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owner_facet | DE-2070s |
physical | 1 Online-Ressource (241 Seiten) |
psigel | ZDB-30-PQE ZDB-30-PQE HWR_PDA_PQE |
publishDate | 2022 |
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publisher | Emerald Publishing Limited |
record_format | marc |
series2 | Review of Marketing Research Series |
spelling | Malhotra, Naresh K. Verfasser aut Measurement in Marketing 1st ed Bingley Emerald Publishing Limited 2022 ©2022 1 Online-Ressource (241 Seiten) txt rdacontent c rdamedia cr rdacarrier Review of Marketing Research Series v.19 Description based on publisher supplied metadata and other sources Cover -- MEASUREMENT IN MARKETING -- REVIEW OF MARKETING RESEARCH -- EDITORIAL ADVISORY BOARD -- MEASUREMENT IN MARKETING -- Copyright -- CONTENTS -- ABOUT THE EDITOR-IN-CHIEF -- ABOUT THE CONTRIBUTORS -- INTRODUCTION -- Measurement in Marketing: Introduction by the Volume Editors -- References -- Philosophical Foundations of Concepts and Their Representation and Use in Explanatory Frameworks -- Abstract -- Simple Concepts -- Complex Concepts -- Simple Homogeneous and Heterogeneous Concepts -- Complex Concepts (Correlated Dimensions) -- Hierarchically Organized Multidimensional Concepts -- Brief Comment on Framework in Table 1 -- Comment on Formative Versus Reflective Models -- Hylomorphism -- The Received View in Consumer Research -- Mind-Body Theories -- Role of Causality -- Hylomorphic Concepts and Hylomorphic Causality -- Conclusion -- Acknowledgments -- References -- Accounting for Uncertainty in the Measurement of Unobservable Marketing Phenomena -- Abstract -- The Common Factor Model Is Correct in the Population -- The Common Factor Is the Measurand -- Statistics Capture all of the Uncertainty Associated With Measurement -- Major Implications -- Example -- Conclusion -- References -- Measurement Error and Research Design: Some Practical Issues in Conducting Research -- Abstract -- Constructs and Measurement -- Constructs -- Constructs and Measurement Error -- Measure Development Process -- Elements of the Measure Development Process -- Items and Measures -- Measurement Approaches -- Indicators of Measurement Error -- Reliability and Validity -- Types of Validity -- Dimensionality -- Why Indicators of Measurement Error Matter -- Types of Measurement Error -- Types of Measures -- Stimulus- Versus Respondent-Centered Scales -- Formative Versus Reflective Indicators -- Measurement Issues in Day-to-Day Research Using Previously Validated Measures -- Using Partially Validated or Unvalidated Measures -- Using "Objective Versus Subjective" Measures -- Cross Cultural Measurement -- Measurement Error and Research Design -- Measurement Error and Experimental Design -- From Measurement Error to Research Design -- Conclusion -- Notes -- References -- The Advancement of Measurement Invariance Testing in Cross-Cultural Research in the Period 1999-2020. Executing Rather Than ... -- Abstract -- Introduction -- Part I Cross-Cultural and Cross-National Research in Marketing -- Bibliometric Analyses -- Highly Cited Articles in the Field and Their Impact in Practice -- Part II Testing Measurement Invariance in Marketing Research -- Background -- MI Assessment in Cross-Cultural Marketing -- Part III Articles Citing Measurement Invariance Testing and Beyond -- Conclusion and Discussion -- Limitations -- Future Research -- Acknowledgment -- Notes -- References -- How to Identify Careless Responders in Surveys -- Abstract -- The Phenomenon of Careless Responding in Surveys -- A Classification of Methods for Identifying Careless Responders -- Empirical Study -- Methods for Identifying Careless Responders -- Category 1 Methods: Self-Reported Effort -- Category 2 Methods: Response Times -- Category 3 Methods: Bogus Items and Instructional Manipulation Checks -- Category 4 Methods: Quality of Responses to Substantive Questions -- Relationships Between the Different Measures of Careless Responding -- Conclusion -- References -- An Application of M-MORE: A Multivariate Multiple Objective Random Effects Approach to Marketing Scale Dimensionality and I ... -- Abstract -- Identifying Scale Dimensionality and Selecting Items -- Traditional Paradigm -- The M-MORE Methodology -- Empirical Application -- Specify the Nature of the Focal Construct Generate a Pool of Scale Items for Each Dimension -- M-MORE Approach -- Traditional Factor Analysis Approach -- Criterion Validity Comparisons -- Discussion -- Limitations -- Conclusion -- Notes -- References -- On the Selection and Use of Implicit Measures in Marketing Research: A Utilitarian Taxonomy -- Abstract -- Introduction -- Four (Popular) Implicit Measures Suited for Marketing Research -- The Evaluative Priming Task -- The Affect Misattribution Procedure -- The Implicit Association Task -- The Propositional Evaluation Paradigm -- How Do Marketing Researchers Typically Justify the Use of (Specific) Implicit Measures? -- The Functional Mapping Approach -- Automaticity Features -- Unaware -- Unawareness of an Instigating Stimulus -- Unawareness of the Automatic Appraisals Triggered by a Stimulus -- Unawareness of the Influence of Automatic Appraisals on Subsequent Judgments, Feelings, and/or Behavior -- Unintentional and Uncontrolled -- Unintentional But Goal-Dependent -- Uncontrollable in the Counteracting Sense -- Efficient -- Fast -- Structure-Related Features -- Structural Makeup -- EPT -- AMP -- IAT -- PEP -- Versatility and Scope -- Reliability -- Ease of Completion -- Additional Evaluation Criteria -- Ease of Implementation -- Pencil-and-Paper Versus Digital Administration -- Completion Time -- Ease of Data Aggregation -- Relative Versus Nonrelative Measures -- Discussion -- References -- INDEX. Measurement in Marketingis 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 Marketing research Marketing (DE-588)4037589-4 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf Messbarkeit (DE-588)7531324-8 gnd rswk-swf Messung (DE-588)4038852-9 gnd rswk-swf Leistungsmessung (DE-588)4167290-2 gnd rswk-swf Marketing (DE-588)4037589-4 s Messung (DE-588)4038852-9 s Leistungsmessung (DE-588)4167290-2 s DE-604 Marketingforschung (DE-588)4200055-5 s Messbarkeit (DE-588)7531324-8 s Baumgartner, Hans Sonstige oth Weijters, Bert Sonstige oth Erscheint auch als Druck-Ausgabe Malhotra, Naresh K. Measurement in Marketing Bingley : Emerald Publishing Limited,c2022 9781800436312 |
spellingShingle | Malhotra, Naresh K. Measurement in Marketing Cover -- MEASUREMENT IN MARKETING -- REVIEW OF MARKETING RESEARCH -- EDITORIAL ADVISORY BOARD -- MEASUREMENT IN MARKETING -- Copyright -- CONTENTS -- ABOUT THE EDITOR-IN-CHIEF -- ABOUT THE CONTRIBUTORS -- INTRODUCTION -- Measurement in Marketing: Introduction by the Volume Editors -- References -- Philosophical Foundations of Concepts and Their Representation and Use in Explanatory Frameworks -- Abstract -- Simple Concepts -- Complex Concepts -- Simple Homogeneous and Heterogeneous Concepts -- Complex Concepts (Correlated Dimensions) -- Hierarchically Organized Multidimensional Concepts -- Brief Comment on Framework in Table 1 -- Comment on Formative Versus Reflective Models -- Hylomorphism -- The Received View in Consumer Research -- Mind-Body Theories -- Role of Causality -- Hylomorphic Concepts and Hylomorphic Causality -- Conclusion -- Acknowledgments -- References -- Accounting for Uncertainty in the Measurement of Unobservable Marketing Phenomena -- Abstract -- The Common Factor Model Is Correct in the Population -- The Common Factor Is the Measurand -- Statistics Capture all of the Uncertainty Associated With Measurement -- Major Implications -- Example -- Conclusion -- References -- Measurement Error and Research Design: Some Practical Issues in Conducting Research -- Abstract -- Constructs and Measurement -- Constructs -- Constructs and Measurement Error -- Measure Development Process -- Elements of the Measure Development Process -- Items and Measures -- Measurement Approaches -- Indicators of Measurement Error -- Reliability and Validity -- Types of Validity -- Dimensionality -- Why Indicators of Measurement Error Matter -- Types of Measurement Error -- Types of Measures -- Stimulus- Versus Respondent-Centered Scales -- Formative Versus Reflective Indicators -- Measurement Issues in Day-to-Day Research Using Previously Validated Measures -- Using Partially Validated or Unvalidated Measures -- Using "Objective Versus Subjective" Measures -- Cross Cultural Measurement -- Measurement Error and Research Design -- Measurement Error and Experimental Design -- From Measurement Error to Research Design -- Conclusion -- Notes -- References -- The Advancement of Measurement Invariance Testing in Cross-Cultural Research in the Period 1999-2020. Executing Rather Than ... -- Abstract -- Introduction -- Part I Cross-Cultural and Cross-National Research in Marketing -- Bibliometric Analyses -- Highly Cited Articles in the Field and Their Impact in Practice -- Part II Testing Measurement Invariance in Marketing Research -- Background -- MI Assessment in Cross-Cultural Marketing -- Part III Articles Citing Measurement Invariance Testing and Beyond -- Conclusion and Discussion -- Limitations -- Future Research -- Acknowledgment -- Notes -- References -- How to Identify Careless Responders in Surveys -- Abstract -- The Phenomenon of Careless Responding in Surveys -- A Classification of Methods for Identifying Careless Responders -- Empirical Study -- Methods for Identifying Careless Responders -- Category 1 Methods: Self-Reported Effort -- Category 2 Methods: Response Times -- Category 3 Methods: Bogus Items and Instructional Manipulation Checks -- Category 4 Methods: Quality of Responses to Substantive Questions -- Relationships Between the Different Measures of Careless Responding -- Conclusion -- References -- An Application of M-MORE: A Multivariate Multiple Objective Random Effects Approach to Marketing Scale Dimensionality and I ... -- Abstract -- Identifying Scale Dimensionality and Selecting Items -- Traditional Paradigm -- The M-MORE Methodology -- Empirical Application -- Specify the Nature of the Focal Construct Generate a Pool of Scale Items for Each Dimension -- M-MORE Approach -- Traditional Factor Analysis Approach -- Criterion Validity Comparisons -- Discussion -- Limitations -- Conclusion -- Notes -- References -- On the Selection and Use of Implicit Measures in Marketing Research: A Utilitarian Taxonomy -- Abstract -- Introduction -- Four (Popular) Implicit Measures Suited for Marketing Research -- The Evaluative Priming Task -- The Affect Misattribution Procedure -- The Implicit Association Task -- The Propositional Evaluation Paradigm -- How Do Marketing Researchers Typically Justify the Use of (Specific) Implicit Measures? -- The Functional Mapping Approach -- Automaticity Features -- Unaware -- Unawareness of an Instigating Stimulus -- Unawareness of the Automatic Appraisals Triggered by a Stimulus -- Unawareness of the Influence of Automatic Appraisals on Subsequent Judgments, Feelings, and/or Behavior -- Unintentional and Uncontrolled -- Unintentional But Goal-Dependent -- Uncontrollable in the Counteracting Sense -- Efficient -- Fast -- Structure-Related Features -- Structural Makeup -- EPT -- AMP -- IAT -- PEP -- Versatility and Scope -- Reliability -- Ease of Completion -- Additional Evaluation Criteria -- Ease of Implementation -- Pencil-and-Paper Versus Digital Administration -- Completion Time -- Ease of Data Aggregation -- Relative Versus Nonrelative Measures -- Discussion -- References -- INDEX. Marketing research Marketing (DE-588)4037589-4 gnd Marketingforschung (DE-588)4200055-5 gnd Messbarkeit (DE-588)7531324-8 gnd Messung (DE-588)4038852-9 gnd Leistungsmessung (DE-588)4167290-2 gnd |
subject_GND | (DE-588)4037589-4 (DE-588)4200055-5 (DE-588)7531324-8 (DE-588)4038852-9 (DE-588)4167290-2 |
title | Measurement in Marketing |
title_auth | Measurement in Marketing |
title_exact_search | Measurement in Marketing |
title_full | Measurement in Marketing |
title_fullStr | Measurement in Marketing |
title_full_unstemmed | Measurement in Marketing |
title_short | Measurement in Marketing |
title_sort | measurement in marketing |
topic | Marketing research Marketing (DE-588)4037589-4 gnd Marketingforschung (DE-588)4200055-5 gnd Messbarkeit (DE-588)7531324-8 gnd Messung (DE-588)4038852-9 gnd Leistungsmessung (DE-588)4167290-2 gnd |
topic_facet | Marketing research Marketing Marketingforschung Messbarkeit Messung Leistungsmessung |
work_keys_str_mv | AT malhotranareshk measurementinmarketing AT baumgartnerhans measurementinmarketing AT weijtersbert measurementinmarketing |