Items related to Marketing Scales Handbook: A Compilation of Multi-Item...
Synopsis
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.
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- PublisherSouth-Western Pub
- Publication date1992
- ISBN 10 0324226519
- ISBN 13 9780324226515
- BindingHardcover
- LanguageEnglish
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