College of Business: University of Illinois at Urbana-Champaign

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New Book by Viswanathan


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. His book is available on reserve in the Business and Economics Library.

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.

UIUC College of Business