Marketing Scales Handbook: A Compilation of Multi-Item Measures for Consumer Behavior & Advertising Research, Volume 5

Autor:	Gordon C. Bruner II
Předmět:	Marketing research--Statistical methods, Scaling (Social sciences)--Handbooks, manuals, etc, Marketing research--Statistical methods--Handbooks, manuals, etc
Kategorie:	BUSINESS & ECONOMICS / Organizational Behavior, BUSINESS & ECONOMICS / Management, BUSINESS & ECONOMICS / Management Science, BUSINESS & ECONOMICS / Industrial Management
Popis:	The largest book of its kind available, Volume 5 of the Marketing Scales Handbook series provides descriptions and reviews of 716 summated scales which were used to measure consumption-related constructs such as brand attitude, satisfaction, purchase intention, and attitude-toward-the-ad. Scales reviewed in this volume were published in the top marketing journals during the years 2002-2005. This is the last book in the series to provide cumulative reviews of the most used scales up to that point along with newly introduced scales.
Databáze:	eBook Collection (EBSCOhost)
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