In this text for research methods courses across the social sciences, Viswanathan (marketing, University of Illinois-Urbana-Champaign) briefly overviews measurement principles, then covers causes of different types of measurement error, responses characterizing each type of error, and the pattern of empirical outcomes observed for each error type. This approach provides guidance in developing and editing items and measures and in designing methods before the fact. Measurement is treated at a nuts-and-bolts level, with concrete errors and empirical procedures. Annotation #169;2004 Book News, Inc., Portland, OR (booknews.com) Distributed by Syndetic Solutions, Inc.

Madhu Viswanathan is Associate Professor of Marketing in the Department of Business Administration within the College of Business at the University of Illinois, Urbana-Champaign, where he has been on the faculty since 1990. Distributed by Syndetic Solutions, Inc.