Naresh K. Malhotra was selected as a Marketing Legend in 2010 and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who’s Who in America, and in Who’s Who in the World. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from Marquis Who’s Who. In 2020, Dr. Malhotra was listed in the published list of the World’s Top 2% Most-cited Researchers across all disciplines, according to research conducted by the Meta-Research Innovation Center at Stanford University. He has several top (number one) research rankings that have been published in the literature.Hans Baumgartner is the Smeal Chair Professor of Marketing in the Smeal College of Business at the Pennsylvania State University, USA. His research interests are in consumer psychology and research methodology, particularly structural equation modeling and measurement analysis.Bert Weijters is an Associate Professor of market research in the department of Work, Organization and Society at the Faculty of Psychology and Pedagogical Science, Ghent University, Belgium. His main research interests are in methodological research and consumer psychology.

• Introduction; Hans Baumgartner and Bert Weijters Chapter 1. Philosophical Foundations of Concepts and their Representation and Use in Explanatory Frameworks; Richard P. Bagozzi Chapter 2. Accounting for Uncertainty in the Measurement of Unobservable Marketing Phenomena; Edward E. Rigdon and Marko Sarstedt Chapter 3. Measurement Error and Research Design: Some Practical Issues in Conducting Research; Madhu Viswanathan Chapter 4. The Advancement of Measurement Invariance Testing in Cross-cultural Research in the Period 1999-2020. Executing Rather than Scrutinizing?; Hester van Herk and Sjoukje P. K. Goldman Chapter 5. How to Identify Careless Responders in Surveys; Hans Baumgartner and Bert Weijters Chapter 6. An Application of M-MORE: A Multivariate Multiple Objective Random Effects Approach to Marketing Scale Dimensionality and Item Selection; Adam Finn and Ujwal Kayande Chapter 7. On the Selection and use of Implicit Measures in Marketing Research: A Utilitarian Taxonomy; Hendrik Slabbinck and Adriaan Spruyt