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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
Zakup książki
Handbook of Marketing Scales, William O. Bearden, Mary F. Mobley, Richard G. Netemeyer
- Język
- Rok wydania
- 1993
- Oprawa
- (twarda)
Metody płatności
Brakuje nam tutaj Twojej recenzji.
- Tytuł
- Handbook of Marketing Scales
- Język
- angielski
- Wydawca
- SAGE Publications
- Rok wydania
- 1993
- Oprawa
- twarda
- ISBN10
- 0803951558
- ISBN13
- 9780803951556
- Seria
- Tagi
- Podręczniki, Biznes, Marketing i PR
- Ocena
- 3,65 z 5
- Opis
- 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