MKTG610

042356

The primary purpose of this seminar is to introduce doctoral students in marketing and related disciplines to defining constructs which are fundamental to testing theories and relationships and to issues revolving around the measurement of constructs. These are two of the most fundamental components of empirical research in the social sciences. The course will focus on defining constructs as well as the key components in the measurement of those constructs including reliability, convergent, and discriminant validity. We will also cover the concepts of internal and external validity as well as potential threats to the valid measurement of constructs.

GRD - Regular Grades A, B, C, D, E

Graduate