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Item Details
| Title:
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MARKETING SCALES HANDBOOK
COMPILATION OF MULTI-ITEM MEASURES |
| By: |
Gordon Bruner II, Karen James, Paul Hensel |
| Format: |
CD-ROM |
| List price:
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£62.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0324300832 |
| ISBN 13: |
9780324300833 |
| Publisher: |
CENGAGE LEARNING, INC |
| Description: |
Focuses on the scales used in behavioral marketing research, providing a compilation of nearly 1,000 scales, covering the period from 1997 to 2002. Each scale is categorized by type. Analysis includes scale description, scale origin, samples of the use of the scales, reliability, validity, how the scale was administered, and more. |
| Synopsis: |
The most thorough work of its kind, "Marketing Scales Handbook, Volume IV" continues to build upon this successful series. Picking up where Volume III leaves off, the robust Volume IV focuses on the scales used in behavioral marketing research, providing an exhaustive compilation of nearly 1,000 scales, covering the period from 1997 to 2002. Each scale is categorized by type. Analysis includes scale description, scale origin, samples of the use of the scales, reliability, validity, how the scale was administered, the major findings of the study, references, and the scale items. An excellent resource and tool, this series helps readers avoid reinventing the wheel, as marketing scales so often reduce the need to conceptualize, test, and validate a measure from scratch. Bottom line: It gives users a jumpstart by building on the work of other scholars and, ultimately, raising the bar for quality research. |
| Publication: |
US |
| Imprint: |
South-Western |
| Returns: |
Non-returnable |
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