William O. Bearden Książki

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 individual behaviour; values; information processing; reactions to advertising stimuli; attitudes and ethics; and sales and sales management practices. Each of the 124 scales is presented in a consistent format, including the construct, description, development, samples, validity, scores, source, other evidence, other sources, references and scale items

Bearden et al. take a cutting edge approach to marketing. This text continues to be a leader in the coverage of the most recent marketing thought. In the first edition, our emphasis on integrated marketing communications (Part 7) and our separate chapter on direct marketing (chapter 21) were the best examples of this competitive advantage. In addition, for the Second Edition we have added a focus on customer loyalty and cross-functional teams, as well as full integration of the Internet. Bearden not only talks about what marketing is, but prepares the students to be marketers by involving them in interactive exercises which strengthen decision-making skills.

Scaling Procedures: Issues and Applications examines the issues involved in developing and validating multi-item self-report scales of latent constructs. Distinguished researchers and award-winning educators Richard G. Netemeyer, William O. Bearden, and Subhash Sharma present a four-step approach for multi-indicator scale development. With these steps, the authors include relevant empirical examples and a review of the concepts of dimensionality, reliability, and validity. Scaling Procedures: Issues and Applications supplies cutting-edge strategies for developing and refining measures. Providing concise chapter introductions and summaries, as well as numerous tables, figures, and exhibits, the authors present recommended steps and overlapping activities in a logical, sequential progression.

Briefly summarizes the achievements of each presidential administration from Washington to Carter. Includes a biographical digest giving basic facts about each President, a list of Vice-Presidents and cabinet members, and the results of each presidential election.