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Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research

by ,

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 research: individual behaviour; values; information processing; reactions to advertising stimuli; attitudes and ethics; and sales and sales management practices. ...

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Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research
2010, Sage Publications, Inc, Thousand Oaks

ISBN-13: 9781412980180

3rd edition

Hardcover

Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research
1999, Sage Publications, Inc, Thousand Oaks

ISBN-13: 9780761910008

2nd edition

Hardcover

Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research
1993, Sage Publications, Inc, Thousand Oaks

ISBN-13: 9780803951556

Hardcover

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