Dr. Madhubalan Viswanathan
Viswanathan, Madhubalan Measurement Error and Research Design Sage 2005.
Viswanathan, Madhubalan, S Gajendiran, and R Venkatesan Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces Springer 2008.
Subsistence Marketplaces 2013.
The Sage Handbook of Measurement 2010.
Viswanathan, Madhubalan, Roland Gau, and Avinish Chaturvedi “Research Methods for Subsistence Marketplaces" Sustainability Challenges and Solutions at the Base-of-the-Pyramid: Business, Technology and the Poor, Forthcoming edited by Prabhu Khandachar, edited by Minna Halme. “Research Methods for Subsistence Marketplaces" Edited by Prabhu Khandachar, Edited by Minna Halme, Greenleaf Publishing 2008.
Viswanathan, Madhubalan, Srinivas Sridharan, and Robin Ritchie “Marketing in Subsistence Marketplaces” Alleviating Poverty Through Business Strategy edited by Charles Wankel. “Marketing in Subsistence Marketplaces” Edited by Charles Wankel, 2008, p. 209-231.
Viswanathan, Madhubalan “Measurement Error in Experimental Designs in Consumer Psychology“ Handbook of Consumer Psychology edited by Herr Haugtvedt, compiled by Erlbaum Kardes. “Measurement Error in Experimental Designs in Consumer Psychology“ Edited by Herr Haugtvedt, Compiled by Erlbaum Kardes, 2008, p. 1133-1159.
Consumer Behavior Across Literacy and Resource Barriers Wiley International Encyclopedia of Marketing, Volume 3 – Consumer Behavior Consumer Behavior Across Literacy and Resource Barriers 2011.
Conducting Transformative Consumer Research Lessons Learned in Moving From Basic Research to Transformative Impact in Subsistence Marketplaces Transformative Consumer Research for Personal and Collective Well-Being Conducting Transformative Consumer Research Lessons Learned in Moving From Basic Research to Transformative Impact in Subsistence Marketplaces 2011.
A Micro-Level Approach to Understanding BoP Markets Next Generation Business Strategies for the Base of the Pyramid: New Approaches for Building Mutual Value A Micro-Level Approach to Understanding BoP Markets 2010.
Introduction: How Social Scientists Generate, Modify, and Validate Indicators and Scales The Sage Handbook of Measurement Introduction: How Social Scientists Generate, Modify, and Validate Indicators and Scales 2010.
Understanding the Intangibles of Measurement in the Social Sciences Sage Handbook of Measurement Understanding the Intangibles of Measurement in the Social Sciences 2010.
Common Method Bias, Types of Measurement Error, and Nature of Measures ," Journal of Retailing 88 4 2012.
Higher Motivation - Greater Control? The Effect of Arousal on Judgemen Cognition and Emotion 2012.
Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to Designing Public Policy Journal of Public Policy and Marketing 31 2 2012.
Studying Low-Literate Consumers Through Experimental Methods: Implications for Subsistence Marketplaces ,” Journal of Business Research 65 2012.
Maintaining Faith in Agency Under Immutable Constraints: Cognitive Consequences of Believing in Negotiable Fate International Journal of Psychology 2011.
Expanding the Impact of Practical Scientific Concepts for Low- Literate Learners through an Inclusive and Participatory Virtual Knowledge Ecosystem ,” Journal of the World Universities Forum 3 4 2010.
An Exploration of Decision Making and Coping Strategies of English As Second Language Consumers Journal of Consumer Marketing 27 6 2010.
Exchanges in Marketing Systems: The Case of Subsistence Consumer Merchants in Chennai, India Journal of Marketing 2010.
Bounded Agency and Analytical Thinking among Low Literate Indian Women Journal of Cross-Cultural Psychology 40 5 2009.