Marketing Scales Handbook: A Compilation of Multi-item Measures
- ISBN-10
- 0877572267
- ISBN-13
- 9780877572268
- Series
- Marketing Scales Handbook
- Category
- Marketing research
- Pages
- 1315
- Language
- English
- Published
- 1992
- Publisher
- South Western Educational Publishing
- Authors
- Gordon C. Bruner, Paul J. Hensel
Description
When published, this was the first-of-its-kind handbook that provided detailed descriptions of multi-item rating scales used to measure marketing related constructs. Covering the period from 1980 to 1989, this easy-to-use reference tool details 588 marketing scales used in Consumer Behavior; Advertising; and Organizational, Sales Force, and Miscellaneous fields. With both Volume I and II on their book shelves, contemporary market researchers and academics have easy access to nearly 1000 different measurement scales, including some history of the scales' use in scholarly studies.
Get the book
Other editions
-
- 2015-10-01
- 602 pages
- Paperback
- Createspace Independent Publishing Platform
Similar books
-
市场调研: 计划、方法与评估
By 海格, Paul N. Hague, 杰克逊北京科文国略信息科技公司供稿
-
Retailing Beyond the Shop, Britain, C. 1400-1900
By Laura UgoliniWhile the collection of articles within this e-book cannot claim to provide a final OCo indeed, scarcely a preliminaryOCo word on the subject, all the contributions reveal the range and variety of commercial exchanges (licit and illicit) ...
-
Capturing Customers: How to Target the Hottest Markets of the '90s
By Peter Francese, Rebecca Piirto, Peter K. FranceseLevi Strauss now makes jeans with larger waist sizes , fewer junior sizes , and more misses and women's larger sizes . “ Many apparel manufacturers and retailers have missed the obvious , " Wyek says . “ They kept producing styles to ...
-
Marketing Research
By Ann Veeck, Alvin C. Burns, Ronald F. BushMarketing Research
-
Spss for Windows 13. 0 Student Version
By Allyn Bacon StaffNEW! Available for $15.00 when Valuepacked with any main text!
-
Marketing Research: Asia-Pacific Edition
By Barry J. Babin, Steve D'Alessandro, Ben LoweSteve D'Alessandro, Ben Lowe, Hume Winzar, William Zikmund, Barry J. Babin ... Just remember that both variables should be interval or ratio scaled.2 The Pearson's correlation coefficient is a statistical measure of the covariation, ...
-
Marketing Research
By Barry J. Babin, William G. Zikmund, Ben LoweFinally, each stage of research reporting is explained, as well as a range of presentation methodologies.This text is indispensible for students studying marketing research in any business or marketing course.
-
Marketing Research, 2009 Ed
By Dhruv Grewal, A. Parasuraman, R. KrishnanBased on the authors collective teaching experience of over five decades, the book reinforces the importance and relevance of marketing research through continually reminding students of its applications in the real world.
-
Marketing Research
By Dhruv Grewal, A. Parasuraman, R. KrishnanThis book features an open layout, making an often difficult and overwhelming subject easy for students. This book is intended for students who are taking their first course in marketing research.
-
Ghosts
By Joseph F. HairThis guide starts by looking at the theories about ghosts and the evidence for their existence. It then takes major themes that have been linked to particular types of ghostly experiences.