Скрити променливи при маркетинговите изследвания
LATENT VARIABLES IN MARKETING RESEARCH
Author(s): Atanas LuizovSubject(s): Economy, National Economy, Supranational / Global Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising
Published by: Бургаски свободен университет
Keywords: latent variable; construct; formative model; reflective model
Summary/Abstract: Measurement of latent variables is a common task in various marketing research. Adequate measurement requires precise definition of the model of the hidden variable or construct. This article summarizes recommendations for distinguishing between formative and reflective models. These models are used in research on marketing issues such as loyalty, attitudes and beliefs, brand image, emotions, perceived risk.
Journal: Бизнес посоки
- Issue Year: 21/2016
- Issue No: 02
- Page Range: 56-60
- Page Count: 5
- Language: Bulgarian