Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research / Edition 1

Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research / Edition 1

by William O. Bearden, Richard G. Netemeyer, Mary F. Mobley
     
 

ISBN-10: 0803951558

ISBN-13: 9780803951556

Pub. Date: 03/24/1993

Publisher: SAGE Publications

'Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive' - Journal of

Overview

'Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive' - Journal of Marketing Research

This Second Edition of the highly successful Handbook of Marketing Scales is an essential, time-saving resource for all marketing professionals, researchers, and graduate students. After an exhaustive search of the field's major publications, they have included only those measures of most use to researchers.

Product Details

ISBN-13:
9780803951556
Publisher:
SAGE Publications
Publication date:
03/24/1993
Series:
Association for Consumer Research Series, #2
Edition description:
Older Edition
Pages:
365

Table of Contents

Introduction
Traits and Individual Difference Variables
Values
Involvement, Information Processing and Price Perceptions
Reactions to Advertising Stimuli
Attitudes about the Performance of Business Firms, Satisfaction and Post-Purchase Behavior, Social Agencies and the Marketplace
Sales, Sales Management, Organizational Behavior and Interfirm-Intrafirm Issues

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