Title:
Marketing scales handbook : a compilation of multi-item measures for consumer behaviour and advertising 1998 - 2001
Personal Author:
Publication Information:
Chicago, IL : American Marketing Association, 2001
Physical Description:
v .
ISBN:
9781587992056
General Note:
Vol. 3 by Gordon C. Bruner II, Karen E. James, Paul J. Hensel.
Vol. 4 has subtitle: A compilation of multi-item measures for consumer behavior & advertising / Gordon c. Bruner II, Paul J. Hensel, Karen E. James.
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000004610378 | HF5415.3 B78 2001 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
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.
Table of Contents
| I Consumer Behavior-Related Scales |
| II Advertising-Related Scales |
| Acknowledgments |
