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Search - Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research)

Handbook of Marketing Scales Multi-Item Measures for Marketing and Consumer Behavior Research - Association for Consumer Research
Author: William O. Bearden, Richard G. Netemeyer, Mary F. Mobley

Published in cooperation with the Association for Consumer Research "This book is of great value to researchers in the area of marketing and for those conducting marketing studies for decision making. This compilation is helpful in locating instruments for survey research in marketing and consumer behaviour. It also provides researchers with ... more »different options to consider for any construct having several measures. The book can be expected to spur further research in this area. It will help identify areas where measures are needed and encourage further development of valid measures of consumer behaviour and marketing constructs." --Management and Labour Studies "This sorely needed book is a fantastic aid to scholarship. It provides admirable, painstaking scholarship, which painstaking scholars will admire. . . . This book could lead to exciting new vistas." --The Journal of Consumer Affairs "This book is a most welcomed addition to the researcher's library because it provides quick and easy access to many of the measures that have been developed by consumer and marketing researchers over the years. . . . The book starts with a useful essay discussing psychometric criteria for good scales that is a valuable introduction for novices and a helpful review for more experienced scale developers. A table summarizing criteria for evaluating scales drawn from Robinson, Shaver, and Wrightsman (1991) provides an excellent guide for evaluation and new scale development. . . . This book should be on the shelf of every marketing researcher. This volume would also be a good supplement for graduate classes in scale development or research methods. . . . Very well-referenced guide to the literature and thus provides support for developing better scales in marketing. . . . The book is a valuable guide. . . . This book should stimulate wide use of scales, the refinement and improvement of existing scales, and the development of new, psychometrically worthwhile scales. The editors should be congratulated by all market researchers for their efforts." --Journal of the Academy of Marketing Science "Marketing scholars and marketing research practitioners will find the book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive." --Journal of Marketing Research "The authors have provided a much-needed book that is well executed and crafted with great care." --Terence A. Shimp, Department of Marketing, University of South Carolina "A book like this is long overdue in marketing. The volume does a great job of putting together in one place some of the most important scales with which marketers work." --Gilbert A. Churchill, Arthur C. Nielsen Chair of Marketing Research, University of Wisconsin "The Handbook of Marketing Scales has been sorely needed in the field of consumer behavior. An outstanding volume that is highly useful and very thorough. Bill Bearden is one of the best! The authors are all outstanding scholars and they demonstrate these abilities in this book." --Lynn Kahle, Professor and Chair, Department of Marketing, University of Oregon After an introductory chapter, which provides an overview of the development of multi-item scales, the Handbook of Marketing Scales includes the foremost scales on such prominent topics as individual behavior, values, information processing, reactions to advertising stimuli, attitudes and ethics, and sales and sales management practices. Throughout, the authors present 124 scales in all. To be included in the handbook, a measure had to meet these criteria: It had a reasonable theoretical or conceptual base; it was composed of at least three items or questions; it was developed or at least applied to the accepted marketing or consumer behavior literature; scaling procedures were employed in scale development; and estimates of reliability and/or validity existed. Each of the 124 scales is presented in a consistent format, including the construct, description, development, samples, validity, scores, source, other evidence, other sources, references, and scale items. Then, of course, the actual measurement item is included. Clear, concise, and easy-to-use the Handbook of Marketing Scales is a must-have for all marketing professors, researchers, and doctoral students.

ISBN-13: 9780803951556
ISBN-10: 0803951558
Publication Date: 3/24/1993
Pages: 365
Rating:

0 stars, based on 0 rating

Publisher: Sage Publications, Inc
Book Type: Hardcover
Members Wishing: 0
Reviews: Amazon | Write a Review

Genres:

Business & Money >> General
Business & Money >> Management & Leadership
Business & Money >> Marketing & Sales >> Marketing >> General

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