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Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research)

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Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research) image
ISBN-10:

0803951558

ISBN-13:

9780803951556

Author(s): Bearden, William O.; Netemeyer, Richard G.
Edition: 1
Released: Mar 24, 1993
Publisher: Sage Publications, Inc.
Format: Hardcover, 365 pages
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Description:

While a vast number of scale instruments have been published in various journals and conference proceedings, a comprehensive handbook of multi-item scales, with directions on how to use them, has never been published - until now. After an overview of the development of multi-item scales, the remaining chapters include scales on leading topics important to marketing research: individual behaviour; values; information processing; reactions to advertising stimuli; attitudes and ethics; and sales and sales management practices. Each of the 124 scales is presented in a consistent format, including the construct, description, development, samples, validity, scores, source, other evidence, other sources, references and scale items

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