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Anotace knihy

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 scaling procedures, and include estimates of reliability and/or validity, making these scales especially relevant and "proven" for marketing scholars and professionals. - Each scale includes the following information so that users can quickly and easily learn about the scale: construct, description, development, samples, validity, scores, sources, other evidence, other sources, references, and scale items.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Handbook of Marketing Scales
• Autor: W Bearden
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 624
• EAN: 9781412980180
• ISBN: 1412980186
• ID: 04433185
• Nakladatelství: SAGE Publications Inc
• Hmotnost: 1752 g
• Rozměry: 281 × 222 × 38 mm
• Datum vydání: 26. January 2011

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