Marketing Scales Handbook: A Compilation of Multi-Item Measures: v. 1 - Hardcover

Inhaltsangabe

When published, this was the first-of-its-kind handbook that provided detailed descriptions of multi-item rating scales used to measure marketing related constructs. Covering the period from 1980 to 1989, this easy-to-use reference tool details 588 marketing scales used in Consumer Behavior; Advertising; and Organizational, Sales Force, and Miscellaneous fields. With both Volume I and II on their book shelves, contemporary market researchers and academics have easy access to nearly 1000 different measurement scales, including some history of the scales' use in scholarly studies.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.