ATTITUDE MEASUREMENT IN MARKETING RESEARCH – LATENT VARIABLE APPROACH Cover Image

ИЗПОЛЗВАНЕ НА СКРИТИ ПРОМЕНЛИВИ ПРИ ИЗМЕРВАНЕ НА НАГЛАСИ В МАРКЕТИНГОВИТЕ ИЗСЛЕДВАНИЯ
ATTITUDE MEASUREMENT IN MARKETING RESEARCH – LATENT VARIABLE APPROACH

Author(s): Atanas Luizov
Subject(s): Economy, Marketing / Advertising
Published by: Бургаски свободен университет
Keywords: attitude; latent variable; construct; formative model; reflective model

Summary/Abstract: This paper is an attempt at providing some reflections on consumer attitude measurement as latent construct. 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.

  • Issue Year: 2016
  • Issue No: IX
  • Page Range: 437-442
  • Page Count: 6
  • Language: Bulgarian
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