Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research): by William O. Bearden, Richard G. Netemeyer, Kelly L. Haws
Price: N28000
Product Code: 1338548597
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Number of Pages: 624
Binding: Hard Cover
Publisher: Sage Publications, Inc
Edition: Third Edition editi
ISSN: 9781412980180
Availability: To be delivered within 6 to 22 working days
Summary: 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.