Advanced Measurement and Research Design 


Virtual workshop, 3 Aug 2020


Author: Madhu Viswanathan

Advanced Measurement and Research Design 

A Virtual Workshop 

Registration at –

A 1-day Advanced Workshop on Zoom For Doctoral and Masters Students And Faculty In the Social Sciences Interested in Learning About Designing Empirical Research 

(About 300 participants from the June 22-23 workshop will be given priority but there is additional space. The first workshop covered an introduction to measurement, the measure development process, reliability, dimensionality, and validity. The second workshop will cover advanced topics such as a deeper dive into measurement error, types of measures, and relating measurement error to experimental and survey research design. Depending on the topics covered, a second session is tentatively planned for August 17, 10 am – 2 pm CDT/8am – Noon PDT)

August 3 (4 hours each day 10 am-2 pm CDT/8 am – Noon PDT; Registration Free and Required – Limited Capacity)

Madhu Viswanathan Professor of Marketing, Loyola Marymount University
Professor Emeritus, University of Illinois, Urbana-Champaign

Main Takeaways (Advanced)

  • Deep understanding of measurement error at an intuitive (over and above statistical) level
  • Confidence and ability to design measures and methods while minimizing measurement error
  • Understanding the relationship between measurement and research design and translating it into conducting empirical research
I have had the privilege of teaching about measurement to doctoral students at the University of Illinois from1992 to 2019. This led to a deep dive into the intuitive side of measurement error published in a book entitled “Measurement Error and Research Design” published about 15 years ago. I felt that the measurement literature was statistical but not sufficiently intuitive. My journey was about dissecting measurement error as minutely as possible in terms of what it is, how it shows up, and how to design measures and methods. Students from many different disciplines have completed my course.  Many researchers in the social sciences have read the book.

My workshop will be offered on Zoom. Assignments will be shared ahead of time. At the end of the workshop, you will gain confidence and ability in understanding measurement error and how it translates into the measurement of one thing and the measurement (or manipulation) of many things (i.e., the method). Whether you use secondary or primary data, you interpret from data to some variables at a conceptual level, and will find this workshop relevant.

Madhu Viswanathan (B.Tech, Mechanical Engineering, IIT, Madras, 1985; Ph.D. (Marketing), University of Minnesota, 1990) joined the faculty in Business Administration (Marketing) at Loyola Marymount University in 2019, following 29 years at the University of Illinois, Urbana-Champaign. His research programs are on measurement, and subsistence marketplaces, where he has authored several books including Measurement Error and Research Design (Sage, 2005), Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces (Springer, 2008), Subsistence Marketplaces (2013), and Bottom-Up Enterprise (2016).  He pioneered the area of subsistence marketplaces, a bottom-up approach to poverty and marketplaces (  He has taught courses on research methods, subsistence, and sustainability reaching thousands of students in-person and on-line.  He founded and directs the Marketplace Literacy Project (, pioneering marketplace literacy education that has reached more than 100,000 women across four continents.  He has received numerous awards and served on the Livelihoods Advisory Board of UNHCR.