Handbook of Marketing Scales (BOK)

W Bearden

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The Handbook of Marketing Scales, Third Edition represents a clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research. - Over 150 scales are included in the handbook. Many of these scales were originally published in marketing- and consumer-related journals or conference proceedings. Including them in one volume helps reduce the time it takes to locate instruments for survey research. - Scales included have a reasonable theoretical base, are developed within the marketing or consumer behavior literature, are composed of several items or questions, use some scaling procedures, and include estimates of reliability and/or validity, making these scales especially relevant and "proven" for marketing scholars and professionals. - Each scale includes the following information so that users can quickly and easily learn about the scale: construct, description, development, samples, validity, scores, sources, other evidence, other sources, references, and scale items.

Produktfakta

Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2010 Forfatter W Bearden
Forlag
Sage Publications Ltd
ISBN 9781412980180
Antall sider 624 Dimensjoner 21,5cm x 27,9cm x 3,6cm
Vekt 1637 gram Leverandør Bertram Trading Ltd
Andre medvirkende Professor Kelly L. Haws, Richard G. Netemeyer, William O. Bearden