Measurement in Marketing Research

An Alternative Framework

Thomas Salzberger, Associate Professor, WU Wien, University of Economics and Business, Austria

Measurement in Marketing Research investigates latent variables in marketing, focusing on current paradigms as well as recently suggested alternative concepts. The book proposes a unified scientific definition of measurement that allows for testing the hypothesis of the real existence of a latent variable.

‘Thomas Salzberger has written an important book that discusses measurement in a very innovative way. He raises some crucial questions and, more importantly, provides meaningful answers, using real examples to add depth to the discussion. This is an important book for all business researchers, but particularly for those involved in cross-cultural and cross-national research. I strongly recommend the book to doctoral students, beginning researchers and experienced researchers who are interested in thinking about measurement differently.’
– Geoff Soutar, University of Western Australia

“博ok is a ground breaking contribution to psychometric measurement in scientific marketing research. It fundamentally challenges the traditional approaches by conceptually as well as empirically demonstrating that item response theory allows for a better assessment of latent variables. The new agenda of scale development and scale analysis is explicated in an easy to follow step by step manner. Dr. Salzberger’s study provides a thought-provoking and hands on access for students and faculty alike to an innovative tool-box of measurement techniques.’
– Hartmut H. Holzmüller, TU Dortmund University, Germany