Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research
William O. Bearden, Richard G. Netemeyer, Kelly L. Haws
SAGE, 2011 - Business & Economics - 624 pages
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 Features
More 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.
https://books.google.co.in/books?id=2MZAb0j_H2oC
e-Study Guide for: Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research by Kelly L. Haws (Editor),
ISBN 9781412980180Cram101 Textbook Reviews, 01-Jan-2012 - Education - 13 pages
The study guides give the student the textbook outlines, highlights, practice quizzes and optional access to the full practice tests for their textbook.
https://books.google.co.in/books?id=61gqVwJ46RQC
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