Handbook of marketing scales : multi-item measures for marketing and consumer behavior research
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Handbook of marketing scales : multi-item measures for marketing and consumer behavior research

"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. This Handbook also aims to help identify areas where measures are needed, thus encoura...

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Detalles Bibliográficos
Autor Principal: Bearden, William O.
Outros autores: Netemeyer, Richard G. Haws, Kelly L.
Formato: Libro
Idioma:inglés
Publicado: USA SAGE 2011
Edición:3rd ed.
Subjects:
Consumer behavior > Research Consumer > behaviour Consumer
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Descripción
Summary:"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. 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"
Descrición Física:603p
ISBN:9781412980180

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