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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 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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Handbook of Marketing Scales, William O. Bearden, Mary F. Mobley, Richard G. Netemeyer
- Taal
- Jaar van publicatie
- 1993
- product-detail.submit-box.info.binding
- (Hardcover)
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- Titel
- Handbook of Marketing Scales
- Taal
- Engels
- Uitgever
- Sage Publications
- Jaar van publicatie
- 1993
- Formaat
- Hardcover
- ISBN10
- 0803951558
- ISBN13
- 9780803951556
- Reeks
- Beoordeling
- 3,65 van 5
- Aantekening
- 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 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