Publisher description for Handbook of marketing scales : multi-item measures for marketing and consumer behavior research / William O. Bearden, Richard G. Netemeyer.
Bibliographic record and links to related information available from the Library of Congress catalog
Information from electronic data provided by the publisher. May be incomplete or contain other coding.
`Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive' - Journal of Marketing Research
This Second Edition of the highly successful Handbook of Marketing Scales is an essential, time-saving resource for all marketing professionals, researchers, and graduate students. After an exhaustive search of the field's major publications, they have included only those measures of most use to researchers.
Library of Congress subject headings for this publication:
Consumer behavior -- Research.