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Marketing Scales Handbook

Корицата на Marketing Scales Handbook
Издателство:South-Western Educational Pub
Брой страници:1045
Година на издаване:2009
Дата на издаване:2009-10-26
ISBN:9780877572619
SKU:787380210010
Тегло:1542
Корици:ТВЪРДИ
Цена:345
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Marketing Scales Handbook, the second volume of this series, lists 423 scales that have been used in consumer-related studies; advertising-related research studies; and sales management, channels, and other organizational studies. From the four-year period of 1990 to 1993, scales from eight journals were selected and are included in this new comprehensive volume. Following the first volume, this handbook facilitates the development of questionnaires by providing examples of previously used scales and their psychometric characteristics. It lists the scale's name, its description and origin, samples, the scale's reliability and validity, the manner in which the scale was administered to a sample, the results associated with the scale, comments, references, and the items of each scale.

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