Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research
- ISBN-10
- 1412980186
- ISBN-13
- 9781412980180
- Category
- Business & Economics
- Pages
- 624
- Language
- English
- Published
- 2010-12-10
- Publisher
- SAGE
- Authors
- William O. Bearden, Richard G. Netemeyer, Kelly L. Haws
Description
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.
Get the book
Other editions
-
- 1999-11-12
- 537 pages
- Paperback
- SAGE
-
- 1999-11-12
- 552 pages
- Paperback
- SAGE Publications
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