The most thorough work of its kind, "Marketing Scales Handbook, Volume IV" continues to build upon this successful series. Picking up where Volume III leaves off, the robust Volume IV focuses on the scales used in behavioral marketing research, providing an exhaustive compilation of nearly 1,000 scales, covering the period from 1997 to 2002. Each scale is categorized by type. Analysis includes scale description, scale origin, samples of the use of the scales, reliability, validity, how the scale was administered, the major findings of the study, references, and the scale items. An excellent resource and tool, this series helps readers avoid reinventing the wheel, as marketing scales so often reduce the need to conceptualize, test, and validate a measure from scratch. Bottom line: It gives users a jumpstart by building on the work of other scholars and, ultimately, raising the bar for quality research.
Publisher: Cengage Learning, Inc
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