Measurement Error and Research Design: Some Practical Issues in Conducting Research

Abstract

This chapter draws from an understanding of measurement error to address practical issues that arise in measurement and research design in the day-to-day conduct of research. The topics include constructs and measurement error, the measure development process, and the indicators of measurement error. The discussion covers types of measurement error, types of measures, and common scenarios in conducting research, linking measurement to research design.

Citation

Viswanathan, M. (2022), "Measurement Error and Research Design: Some Practical Issues in Conducting Research", Baumgartner, H. and Weijters, B. (Ed.) Measurement in Marketing (Review of Marketing Research, Vol. 19), Emerald Publishing Limited, Leeds, pp. 75-94. https://doi.org/10.1108/S1548-643520220000019004