Marketing Scales Handbook, Volume II: A Compilation of

Marketing Scales Handbook, Volume II: A Compilation of Multi-Item Measures

Marketing Scales Handbook, the second volume of this series, lists 423 scales that have been used in consumer-related studies; advertising-related research studies; and sales management, channels, and other organizational studies. From the four-year period of 1990 to 1993, scales from eight journals were selected and are included in this new comprehensive volume. Following the first volume, this handbook facilitates the development of questionnaires by providing examples of previously used scales and their psychometric characteristics. It lists the scale's name, its description and origin, samples, the scale's reliability and validity, the manner in which the scale was administered to a sample, the results associated with the scale, comments, references, and the items of each scale.
Country USA
Manufacturer South-Western Educational Pub
Binding Paperback
EANs 9780877572619
ReleaseDate 0000-00-00

Country	USA
Manufacturer	South-Western Educational Pub
Binding	Paperback
EANs	9780877572619
ReleaseDate	0000-00-00

Marketing Scales Handbook, Volume II: A Compilation of Multi-Item Measures