Handbook of Marketing Scales : Multi-Item Measures for Marketing and Consumer Behavior Research, Hardback Book

Handbook of Marketing Scales : Multi-Item Measures for Marketing and Consumer Behavior Research Hardback

Edited by Professor Kelly L. Haws, William O. Bearden, Richard G. Netemeyer

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.

Information

  • Format: Hardback
  • Pages: 624 pages
  • Publisher: SAGE Publications Inc
  • Publication Date:
  • Category: Sales & marketing
  • ISBN: 9781412980180

£120.00

 
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