Handbook of marketing scales
Subtitle: multi-item measures for marketing and consumer behavior research
By: William O. Bearden, Richard G. Netemeyer, Mary F. Mobley.
Contributors: Netemeyer, Richard G., 1956-; Mobley, Mary F.
Publisher: Sage Publications
Published: 1993
Place of publication: Newbury Park, Calif
Language: eng
Number of pages: 352
Subjects: Marketing research; Consumer behavior -- Research
Description: "The Handbook of Marketing Scales, Second Edition represents a compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research. As with the first edition, researchers will find this volume useful in reducing the time it takes to locate instruments for survey research in marketing and consumer behavior. A number of measures in this second edition have been used in several studies. Therefore, this book should serve as a guide to the literature for certain topic areas and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity. This text may also help identify those areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs."--Jacket.
Notes: Includes bibliographical references.
"Published in cooperation with the Association for Consumer Research."