Handbook of Marketing Scales

Handbook of Marketing Scales

Multi-Item Measures for Marketing and Consumer Behavior Research

Herausgeber: Bearden, William O; Haws, Kelly; Netemeyer, Richard G
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The Handbook of Marketing Scales, Third Edition represents a clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research.- Over 150 scales are included in the handbook. Many of these scales were originally published in marketing- and consumer-related journals or conference proceedings. Including them in one volume helps reduce the time it takes to locate instruments for survey research.- Scales included have a reasonable theoretical base, are developed within the marketing or consumer behavior lite...