Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research, Volume 12
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| Title: | Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research, Volume 12 |
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| Description: | The Marketing Scales Handbook series is the longest-running set of books with reviews of multi-item measures used in scholarly studies of consumer behavior. This volume begins where Volume 11 ended and has reviews of 400 scales that were reported recently in the top journals that publish studies of consumer research. THESE SCALES ARE NEW TO THE SERIES AND WERE NOT IN ANY OF THE PREVIOUS VOLUMES. Each review describes the scale items (questions, statements, or semantic differentials) as well as the measure's origin, previous users, and measurement quality. The bulk of the scales in this book focus on topics that are well known in the field of consumer science such as attitudes and behaviors involving products, branding, advertising, retailing, and purchasing. Measures related to many other topics related to contemporary consumer behavior are also in this volume including smartphones, reality, warmth, authenticity, data disclosure, social media posts, and spiritual issues. |
| Authors: | Gordon C. Bruner II |
| Resource Type: | eBook. |
| Subjects: | Scaling (Social sciences)--Handbooks, manuals, etc, Marketing research--Statistical methods--Handbooks, manuals, etc |
| Categories: | BUSINESS & ECONOMICS / Marketing / Research |
| Database: | eBook Collection (EBSCOhost) |
| Abstract: | The Marketing Scales Handbook series is the longest-running set of books with reviews of multi-item measures used in scholarly studies of consumer behavior. This volume begins where Volume 11 ended and has reviews of 400 scales that were reported recently in the top journals that publish studies of consumer research. THESE SCALES ARE NEW TO THE SERIES AND WERE NOT IN ANY OF THE PREVIOUS VOLUMES. Each review describes the scale items (questions, statements, or semantic differentials) as well as the measure's origin, previous users, and measurement quality. The bulk of the scales in this book focus on topics that are well known in the field of consumer science such as attitudes and behaviors involving products, branding, advertising, retailing, and purchasing. Measures related to many other topics related to contemporary consumer behavior are also in this volume including smartphones, reality, warmth, authenticity, data disclosure, social media posts, and spiritual issues. |
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| ISBN: | 9798218181482 |
