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Marketing scales handbook Vol. 4: a compilation of multi-item measures for consumer behavior and advertising 1998 - 2001

By: Bruner, Gordon C.
Contributor(s): Hensel, Paul J | James, Karen E.
Publisher: Chicago American Marketing Association 2005Description: xxii, 842 p.ISBN: 9781587992056.Subject(s): Marketing research --Statistical methods --Handbooks, manuals | Scaling (Social sciences) --Handbooks, manualsDDC classification: 658.83028 Summary: In contrast to earlier volumes, this new volume compiling marketing measurement scales splits consumer behavior from organizational behavior (the latter to be the focus of a separate volume), but otherwise takes up where Volume III left off in collecting scales originally published in seven major marketing and advertising journals between 1998 and 2001. The authors present 511 scales for studying consumer behavior topics and 143 related to advertising or promotion. Each scale is named and described, its origins are given, reliability and validity are considered, references are provided, and scale questionnaire items are presented.
List(s) this item appears in: Marketing Scales
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Books Books Vikram Sarabhai Library
658.83028 B7M2 (Browse shelf) Available TC/TP 168722

Includes bibliographical references and indexes.

In contrast to earlier volumes, this new volume compiling marketing measurement scales splits consumer behavior from organizational behavior (the latter to be the focus of a separate volume), but otherwise takes up where Volume III left off in collecting scales originally published in seven major marketing and advertising journals between 1998 and 2001. The authors present 511 scales for studying consumer behavior topics and 143 related to advertising or promotion. Each scale is named and described, its origins are given, reliability and validity are considered, references are provided, and scale questionnaire items are presented.

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