Tehnike za zagotavljanje veljavnosti in zanesljivosti podatkov v marketinških raziskavah in analiza podatkov v marketingu

Authors

Borut Milfelner
University of Maribor, Faculty of Economics and Business
https://orcid.org/0000-0003-4469-3972
DOI: https://doi.org/10.18690/um.epf.9.2023

Keywords:

measurement validity, measurement reliability, factor analysis, marketing data analitics, structural equation modeling

Synopsis

Methods for Ensuring the Validity and Reliability of Data in Marketing Research and Marketing Data Analitics. The scientific monograph »Methods for ensuring the validity and reliability of data in marketing research and marketing data analitics« focuses on the collection of data for marketing purposes in organisations and advocates a scientific approach to the measurement of marketing concepts. It justifies the scientific principles of quantitative measurement in marketing to ensure accurate and reliable data and methods for data analysis in marketing. Advanced data analysis techniques such as structural equation modelling, which measure the effects of latent variables that can act as dependent as well as independent variables, are also discussed. The monograph contains seven chapters covering understanding the marketing information system, market orientation, measurement theory in marketing, validity and reliability of measurement scales, methods for testing relationships between parametric and non-parametric variables, and structural equation modelling.

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Author Biography

Borut Milfelner, University of Maribor, Faculty of Economics and Business

Borut Milfelner is a full professor of marketing and assistant professor of tourism at the Faculty of Economics and Business at the University of Maribor. He received his PhD in 2008 from the School of Economics and Business, University of Ljubljana. His research interests include marketing research, internal marketing, marketing in tourism and marketing theory. His bibliography comprises more than 350 items of literature, including original scientific articles, several published papers at scientific conferences, scientific monographs and independent scientific papers or chapters in monographic publications. He has participated in several (basic and targeted) projects of the Ministry of Education, Science, Culture and Sport, the Public Agency for Research of the Republic of Slovenia, the Ministry of Economy and the Slovenian Tourist Board, as well as in European Union projects. He is a member of the editorial board of three international scientific journals in the field of business sciences and a reviewer in several domestic and foreign scientific journals.

Maribor, Slovenia. E-mail: borut.milfelner@um.si

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Published

September 18, 2023

Categories

Copyright (c) 2023 University of Maribor, University Press

Details about this monograph

ISBN-13 (15)

978-961-286-785-0

COBISS.SI ID (00)

164175107

Date of first publication (11)

2023-09-18

How to Cite

Tehnike za zagotavljanje veljavnosti in zanesljivosti podatkov v marketinških raziskavah in analiza podatkov v marketingu. (2023). University of Maribor Press. https://doi.org/10.18690/um.epf.9.2023