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Marketing Scales Handbook. Volume 12 : Multi-Item Measures for Consumer Insight Research / Gordon C. Bruner II, Paul J. Hensel.
- Format:
- Book
- Author/Creator:
- Bruner, Gordon C., 1954- author.
- Hensel, Paul J., author.
- Series:
- Marketing scales handbooks.
- Marketing Scales Handbooks Series ; Volume 12
- Language:
- English
- Subjects (All):
- Marketing research--Statistical methods--Handbooks, manuals, etc.
- Marketing research.
- Scaling (Social sciences)--Handbooks, manuals, etc.
- Scaling (Social sciences).
- Physical Description:
- 1 online resource (503 pages)
- Edition:
- First edition.
- Place of Publication:
- Fort Worth, Texas : GCBII Productions, LLC, [2023]
- Summary:
- The Marketing Scales Handbooks provide reviews of multi-item survey measures used in scholarly studies of consumer behavior. This twelfth volume of the series has 400 measures that were reported in top marketing journals in 2020 and 2021. These scales are new to the series and were not in any of the previous volumes. Each review provides a scale's items (questions, statements, semantic differentials) as well as information about its origin, previous users, and measurement quality.
- Notes:
- Includes index.
- Description based on publisher supplied metadata and other sources.
- Description based on print version record.
- Other Format:
- Print version: Bruner II, Gordon C. Marketing Scales Handbook
- ISBN:
- 9798218181482
- OCLC:
- 1375296416
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