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Kelly L. Haws Handbook of Marketing Scales (Gebundene Ausgabe) - Bild 1 von 1

Handbook of Marketing Scales von William O. Bearden Richard G. Netemeyer Kelly L. Haws (2011, Gebundene Ausgabe)

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Produktart: Gebundene Ausgabe. Autor: Kelly L. Haws. More than 150 scales are included in the Handbook. More than 70 new scales have been added to the Third Edition. Höhe: 279mm. Erscheinungsdatum: 26.01.2011.

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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.