The Handbook of Marketing Scales, Third Edition, represents a clear
and user-friendly collection of multi-item, self-report measures
developed and frequently used in consumer behavior and marketing
research. Key FeaturesMore than 150 scales are included in the
Handbook. Many scales were originally published in marketing and
consumer journals, and including them in one volume helps reduce
the time it takes researchers to locate instruments for survey
research. More than 70 new scales have been added to the Third
Edition. New scales were selected based upon actual usage and
citations by researchers in articles where a major objective was
scale development.Each scale is prefaced by the same information.
Details are provided of construct, description, development,
samples, validity, scores, sources, references, and other
evidence.The book includes a number of measures that have been used
in several studies. The volume serves as a guide to the literature
and may spur further refinement of existing measures in terms of
item reduction, dimensionality, reliability, and validity.
This Handbook also aims to help identify areas where measures
are needed, thus encouraging further development of valid measures
of consumer behavior and marketing constructs.
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