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Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research
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出版社:Sage Publications (CA)
作者: Haws, Kelly L.; Bearden, William O.; Netemeyer, Richard G.
出版时间:2010年12月10日
10位国际标准书号:1412980186
13位国际标准书号(ISBN13):9781412980180
ISBN区域名称:英语区 包括 澳大利亚、加拿大(英语区)、直布罗陀、新西兰、南非、斯威士兰、英国、美国、津巴布韦
页数字数:624 页
所属类别:精装书
重量:1637 克
规格:286 x 221 x 39 mm
狗亚app官方格式: 纸质版或者PDF电子版(用Acrobat Reader打开)
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狗亚app官方简介
Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research
A clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behaviour and Marketing research.
狗亚app官方摘要
The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. Key FeaturesMore than 150 scales are included in the Handbook. Many scales were originally published in marketing and consumer journals, and including them in one volume helps reduce the time it takes researchers to locate instruments for survey research. More than 70 new scales have been added to the Third Edition. New scales were selected based upon actual usage and citations by researchers in articles where a major objective was scale development.Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence.The book includes a number of measures that have been used in several studies. The volume serves as a guide to the literature and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity.This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.

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Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research
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