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 aprovena 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.William O. Bearden is the Distinguished Professor Emeritus and Bank of America Professor in Business Emeritus at the University of South Carolina. He is currently on ... He received his PhD in Business Administration with a specialization in Marketing from the University of South Carolina in 1986. He was a ... Methods Online The essential tool for researchers and ac Visual 603 09-ABA- Bearden 3e-46440.
|Title||:||Handbook of Marketing Scales|
|Author||:||William O. Bearden, Richard G. Netemeyer, Kelly L. Haws|
|Publisher||:||SAGE - 2010-12-10|