Marketing Scales Handbook
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Marketing Scales Handbook
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Author : Gordon C. Bruner
language : en
Publisher:
Release Date : 2012-05-02
Marketing Scales Handbook written by Gordon C. Bruner and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-02 with Business & Economics categories.
This sixth volume in the series reviews 682 consumer-related measurement scales that were reported in top marketing journal articles published from 2006 to 2009. Each review provides the scale items as well as information regarding the scale's origin, previous users, and measurement quality.
Handbook Of Marketing Scales
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Author : William O. Bearden
language : en
Publisher: SAGE
Release Date : 2011
Handbook Of Marketing Scales written by William O. Bearden and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business & Economics categories.
The Handbook of Marketing Scales, Third Edition represents a clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research. - Over 150 scales are included in the handbook. Many of these scales were originally published in marketing- and consumer-related journals or conference proceedings. Including them in one volume helps reduce the time it takes to locate instruments for survey research. - Scales included have a reasonable theoretical base, are developed within the marketing or consumer behavior literature, are composed of several items or questions, use some scaling procedures, and include estimates of reliability and/or validity, making these scales especially relevant and “proven” for marketing scholars and professionals. - Each scale includes the following information so that users can quickly and easily learn about the scale: construct, description, development, samples, validity, scores, sources, other evidence, other sources, references, and scale items.
Marketing Scales Handbook
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Author : Gordon C. Bruner
language : en
Publisher:
Release Date : 2013
Marketing Scales Handbook written by Gordon C. Bruner and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Business & Economics categories.
This seventh volume in the series reviews 364 consumer-related, multi-item measurement scales that were reported in top marketing journal articles published in 2010 and 2011. Each review provides the scale items as well as information regarding the scale's origin, previous users, and psychometric quality.
Marketing Scales Handbook
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Author : Gordon C. Bruner
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2015-10-01
Marketing Scales Handbook written by Gordon C. Bruner and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-01 with Marketing research categories.
La 4e de couv.indique : "This is the seventh volume in the long-running Marketing Scales Handbook series. The purpose of the book is to help readers benefit from vetted research by some of the world's consumer behavior experts. By learning about the measures used by the experts, the hope is that those who borrow the well-developed scales rather than using "quick-and-dirty" measures will achieve higher quality insights in their research activities. The book contains reviews of 364 multi-item measures that were reported in one or more articles published in top marketing journals in 2010 and 2011. Each review provides the scale items (questions or statements) as well as information about the scale's origin, previous users, and measurement quality. The scales are useful when wanting to accurately measure theoretical constructs such as attitudes, emotions, and traits in surveys and experiments with a wide variety of participants such as consumers, viewers, patients, patrons, or citizens. Many of the measures could also be used in business settings when studying employees and/or administrators. The scales reviewed in this volume are primarily new and are not in the previous volumes of the series."
Marketing Scales Handbook
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Author : Gordon C. Bruner
language : en
Publisher:
Release Date : 1995
Marketing Scales Handbook written by Gordon C. Bruner and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with categories.
Handbook Of Marketing Scales
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Author : William O. Bearden
language : en
Publisher: SAGE
Release Date : 1999-11-12
Handbook Of Marketing Scales written by William O. Bearden and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-11-12 with Business & Economics categories.
A total of 192 multi-item scales, each presented in a consistent format, on topics such as individual behaviour, consumer psychology, values and attitudes are provided in this 2nd edition. A comprehensive index is included.
Marketing Scales Handbook
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Author : GORDON C. BRUNER II
language : en
Publisher:
Release Date : 2023
Marketing Scales Handbook written by GORDON C. BRUNER II and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023 with categories.
Marketing Scales Handbook
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Author : Gordon C. Bruner
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2013
Marketing Scales Handbook written by Gordon C. Bruner and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Consumer behavior categories.
"Which measurement scales have been used the most in consumer insight research? Dr. Bruner, author of the classic Marketing Scales Handbook series, set out to answer that question. After reviewing several thousand multi-item measures used in scholarly research of consumer issues, it was clear that some scales had been used much more than others. Twenty of those are the focus of the book. Not only do these "top 20" indicate what is popular with marketing scholars but is provides details about how to precisely measure some of the most important psychological constructs that shape consumer behavior. This book is meant for researcher in a variety of fields who are interested in reliable measures for use in surveys and experiments. Instead of using simplistic measures of dubious quality or, at the other extreme, having to build and refine measures from scratch, researchers can use the book to learn from the experts who have already crafted quality measures. By using better scales, accuracy is increased which, thereby, improves the results of analyses and the decisions based upon them."--Back cover.
Marketing Scales Handbook
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Author :
language : en
Publisher:
Release Date : 2010
Marketing Scales Handbook written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
Marketing Scales Handbook
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Author : Gordon C. Bruner, II
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2016-03-01
Marketing Scales Handbook written by Gordon C. Bruner, II and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-03-01 with Marketing research categories.
The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item survey measures used in scholarly studies of consumer behavior. This volume picks up where Volume 7 ended and has reviews of 392 new scales that were reported in top marketing journal articles published in 2012 and 2013. Each review has information about a scale's source, its psychometric quality, and the questions/statements that compose the measure. The bulk of the scales in Volume 8 have to do with topics typical to the series such as brands, advertising, stores, purchasing, emotions, and relationships. Other topics included this volume were less covered in the previous books and have to do with newer topics such as environmental issues, word-of-mouth activity, game-playing, fair trade, and co-production. The book is a valuable resource to researchers in a variety of fields who want tested and reliable measures for use in their studies of consumers or similar types of participants such as viewers, students, donors, or citizens. Many of the measures could also be used in organizational settings when studying employees or administrators. Instead of using simplistic measures of dubious quality or, at the other extreme, having to build and refine measures from scratch, researchers can use the book's contents to learn from the experts who have already crafted quality scales. By using better measures, accuracy is increased and should improve the decisions based upon the results.