9781412980180-1412980186-Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research)

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

ISBN-13: 9781412980180
ISBN-10: 1412980186
Edition: Third
Author: Richard G. Netemeyer, William O. Bearden, Kelly Haws
Publication date: 2010
Publisher: SAGE Publications, Inc
Format: Hardcover 624 pages
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Book details

ISBN-13: 9781412980180
ISBN-10: 1412980186
Edition: Third
Author: Richard G. Netemeyer, William O. Bearden, Kelly Haws
Publication date: 2010
Publisher: SAGE Publications, Inc
Format: Hardcover 624 pages

Summary

Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research) (ISBN-13: 9781412980180 and ISBN-10: 1412980186), written by authors Richard G. Netemeyer, William O. Bearden, Kelly Haws, was published by SAGE Publications, Inc in 2010. With an overall rating of 4.3 stars, it's a notable title among other Consumer Behavior (Marketing & Sales) books. You can easily purchase or rent Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research) (Hardcover) from BooksRun, along with many other new and used Consumer Behavior books and textbooks. And, if you're looking to sell your copy, our current buyback offer is $4.97.

Description

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.
  • Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence.
  • The book includes a number of measures that have been used in several studies. The volume serves as a guide to the literature and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity.

This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.

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