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Bearden, william o. Handbook of marketing scales

Bearden, william o. Handbook of marketing scales

Parametry:
ISBN: 9781412980180
Oprawa: twarda
Ilość stron: 624
Rok wydania: 2011

Opis:
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 zbratang procedures, and include estimates of reliability and/or validity, making these scales especially relevant and "proven" f...
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