March 14, 2005

Meaurement Error and Research Design

Madhu Viswanathan, associate professor of business administration, recently published his first book entitled "Measurement Error and Research Design" (Sage Publications). With a foreword by Richard Bagozzi, the book focuses on understanding measurement error, its sources, and its effects on responses. Viswanathan has developed a companion website for the book, including datasets and output files. It is ideal for research in the social sciences, according to Sage's website.

Viswanathan teaches a course on measurement and research methods to PhD students and marketing research to undergraduate and MBA students. He directs the Marketplace Literacy Project, a nonprofit organization to disseminate knowledge about low-literate buyer and seller behavior. He has been a member of the faculty since 1990.