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Marketing Scales Handbook,9780877572268

Marketing Scales Handbook

by ;
Format: Hardcover
Pub. Date: 11/1/1992
Publisher(s): South-Western Pub
Availability: This title is currently not available.


When published, this was the first-of-its-kind handbook that provided detailed descriptions of multi-item rating scales used to measure marketing related constructs. Covering the period from 1980 to 1989, this easy-to-use reference tool details 588 marketing scales used in Consumer Behavior; Advertising; and Organizational, Sales Force, and Miscellaneous fields. With both Volume I and II on their book shelves, contemporary market researchers and academics have easy access to nearly 1000 different measurement scales, including some history of the scales' use in scholarly studies.

Table of Contents

Acknowledgements vii
Introduction ix
Consumer Behavior Scales
Table of Contents
Advertising Scales
Table of Contents
Organizational, Salesforce, and Miscellaneous Scales
Table of Contents
Reading List For Scale Development and Use 1306(2)
Author Index 1308(4)
Subject Index 1312

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