Handbook of marketing scales : multi-item measures for marketing and consumer behavior research
著者
書誌事項
Handbook of marketing scales : multi-item measures for marketing and consumer behavior research
Sage Publications, c1993
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注記
"Published in cooperation with the Association for Consumer Research."
Includes bibliographical references
内容説明・目次
内容説明
While a vast number of scale instruments have been published in various journals and conference proceedings, a comprehensive handbook of multi-item scales, with directions on how to use them, has never been published - until now. After an overview of the development of multi-item scales, the remaining chapters include scales on leading topics important to marketing research: individual behaviour; values; information processing; reactions to advertising stimuli; attitudes and ethics; and sales and sales management practices.
Each of the 124 scales is presented in a consistent format, including the construct, description, development, samples, validity, scores, source, other evidence, other sources, references and scale items. Then, of course, the actual measurement item is included. The scales have had to conform to strict criteria for inclusion in the Handbook.
目次
Introduction
Individual Traits
Values
Involvement and Information Processing
Reactions to Advertising Stimuli
Attitudes About the Performance of Business Firms, Social Agencies, and the Marketplace
Sales, Sales Management, and Inter-Intrafirm Issues
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