Marketing Scales Handbook: Compilation of Multi-Item Measures for Consumer Behavior and Advertising v. 4

Marketing Scales Handbook: Compilation of Multi-Item Measures for Consumer Behavior and Advertising v. 4

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Description

MARKETING SCALES HANDBOOK, VOLUME IV: CONSUMER BEHAVIOR covers all new or new uses of previously developed scales in consumer behavior and advertising that appeared between 1998 and 2001. 654 scales are presented along with a description, the origin of the scale, reliability, validity, and other useful information for the academic and professional researcher. This volume includes two indices: by author and by publication.show more

Product details

  • Hardback | 864 pages
  • 198 x 234 x 52mm | 1,619.34g
  • Cengage Learning, Inc
  • Texere Publishing
  • Florence, United States
  • English
  • 1587992051
  • 9781587992056
  • 1,864,719

Table of contents

I. CONSUMER BEHAVIOR-RELATED SCALES II. ADVERTISING-RELATED SCALES Acknowledgmentsshow more

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