【2010】 Handbook of Marketing Scales: Multi-Item Measures for Marketing

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【2010】 Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research

Book 图书名称： Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research
Author 作者： William O. Bearden, Richard G. Netemeyer, Kelly L. Haws
Publisher 出版社： SAGE Publications, Inc
Page 页数：624
Publishing Date 出版时间： Dec 10, 2010                        
Language 语言： English
Size 大小： 4 MB
Format 格式： pdf 文字版
ISBN:1412980186, 9781412980180
Edition: 第3版 搜索过论坛，没有该文档

The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research.
Key Features
More than 150 scales are included in the Handbook. Many scales were originally published in marketing and consumer journals, and including them in one volume helps reduce the time it takes researchers to locate instruments for survey research. More than 70 new scales have been added to the Third Edition. New scales were selected based upon actual usage and citations by researchers in articles where a major objective was scale development.Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence.The book includes a number of measures that have been used in several studies. The volume serves as a guide to the literature and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity.
This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.

== Table of contents ==
n/a


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关键词：Marketing measures handbook Measure market 出版社 Kelly 沙发

kychan 发表于 2015-11-12 07:44
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good book

kychan 发表于 2015-11-12 07:44
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