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

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First Good [ No Hassle 30 Day Returns ] [ Edition: First ] Publisher: SAGE Publications Inc Pub Date: 3/24/1993 Binding: Hardcover Pages: 365.

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N/A Newbury Park, California 1993 Hard Cover First Edition Very Good in Good jacket 4to-over 9?"-12" tall. First Edition, 2nd Printing. 5" cut down center of front jacket panel. ... Otherwise tight and clean. Read more Show Less

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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.

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Editorial Reviews

Booknews
After an introductory chapter, which provides an overview of the development of multi-item scales, the remaining chapters include the foremost scales on such prominent topics as individual behavior, 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 construction, description, development, samples, validity, scores, source, other evidence, other sources, references, and scale items, as well as the actual measurement item. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

Meet the Author

William O. Bearden is the Distinguished Professor Emeritus and former Bank of America Chaired Professor of Marketing at the University of South Carolina. He is currently on the editorial review boards of JCR, JMR, JM, and JCP. He served as an Associate Editor for JCR during 1999-2002. Professor Bearden has received both the University Amoco Teaching Award, that is presented annually to one faculty member, and the University Mungo Award for Teaching Excellence. He has twice has been awarded the Moore School of Business Teacher of the Year Award and recognized as a faculty initiate in Mortar Board, ODK, Beta Gamma Sigma, and Golden Key, and received the 2004 University Educational Foundation Research Award for Professional Schools and the 2005 University Trustee Professorship Award. Professor Bearden serves as the University SEC Faculty Athletic Representative and received the first Distinguished Service Award from the Journal of Consumer Research in 2006. His research interests include consumer behavior, marketing research, pricing, and the evaluation of promotions. He was faculty co-director for the University Lilly Teaching Fellows Program from 1992-1995. Bill has published over twenty-five articles in the Journal of Marketing Research, the Journal of Marketing, and the Journal of Consumer Research, as well as having a number of other publications. He has coauthored Marketing Principles and Perspectives, 5th Edition, 2006, Irwin/Mc Graw-Hill, Inc.

Richard G. Netemeyer is the Ralph E. Beeton Professor of Free Enterprise in the Marketing Division and Senior Associate Dean at the Mc Intire School of Commerce at the University of Virginia, Charlottesville, VA. He received his Ph.D. in Business Administration with a specialization in Marketing from the University of South Carolina in 1986. He was a member of the Marketing faculty at the E. J. Ourso School of Business at Louisiana State University from 1986 to 2001. In 2001, he joined the Mc Intire School of Commerce. Professor Netemeyer’s research has appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Applied Psychology, OBHDP, Marketing Science, American Journal of Psychiatry, American Journal of Public Health, and others. He is a co-author of two textbooks pertaining to measurement and psychometrics, and is a member of the editorial review boards of Journal of Consumer Research, Journal of Marketing, and the Journal of Public Policy & Marketing.

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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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