ИЗПОЛЗВАНЕ НА СКРИТИ ПРОМЕНЛИВИ ПРИ ИЗМЕРВАНЕ НА НАГЛАСИ В МАРКЕТИНГОВИТЕ ИЗСЛЕДВАНИЯ

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.