Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research, Volume 10
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| Title: | Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research, Volume 10 |
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| Description: | The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item measures used in scholarly studies of consumer behavior. This tenth volume picks up where the previous volume ended and has reviews of 402 new scales that were reported in top marketing journal articles published in 2016 and 2017. Each review has information about a scale's source, its psychometric quality, who has used it, and the questions/statements that compose the measure. The bulk of the scales in this book focus on topics well known in the fields of marketing and consumer science such as products, branding, advertising, retailing, and purchasing. Measures of many other topics are covered as well, including benevolence, co-production, corporate social responsibility, food, emotions, engagement, environmentalism, games, health, personality traits, satisfaction, social media, websites, and word-of-mouth. The book is a valuable resource for researchers in a variety of fields who want statistically reliable measures for use in their studies of consumers or similar groups such as viewers, clients, patients, or citizens. Instead of using simplistic measures of dubious quality or, at the other extreme, having to build, test, and refine measures from scratch, researchers can use the book's contents to borrow from the experts who have already crafted quality metrics. By using better measures, the precision of analyses is increased and should improve the decisions based upon the results. |
| Authors: | Gordon C. Bruner II |
| Resource Type: | eBook. |
| Subjects: | Marketing research--Statistical methods--Handbooks, manuals, etc, Scaling (Social sciences)--Handbooks, manuals, etc |
| Categories: | BUSINESS & ECONOMICS / Marketing / General |
| Database: | eBook Collection (EBSCOhost) |
| Abstract: | The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item measures used in scholarly studies of consumer behavior. This tenth volume picks up where the previous volume ended and has reviews of 402 new scales that were reported in top marketing journal articles published in 2016 and 2017. Each review has information about a scale's source, its psychometric quality, who has used it, and the questions/statements that compose the measure. The bulk of the scales in this book focus on topics well known in the fields of marketing and consumer science such as products, branding, advertising, retailing, and purchasing. Measures of many other topics are covered as well, including benevolence, co-production, corporate social responsibility, food, emotions, engagement, environmentalism, games, health, personality traits, satisfaction, social media, websites, and word-of-mouth. The book is a valuable resource for researchers in a variety of fields who want statistically reliable measures for use in their studies of consumers or similar groups such as viewers, clients, patients, or citizens. Instead of using simplistic measures of dubious quality or, at the other extreme, having to build, test, and refine measures from scratch, researchers can use the book's contents to borrow from the experts who have already crafted quality metrics. By using better measures, the precision of analyses is increased and should improve the decisions based upon the results. |
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| ISBN: | 9780578470023 |
