Handbook of marketing scales : multi-item measures for marketing and consumer behavior research

Author(s)

Bibliographic Information

Handbook of marketing scales : multi-item measures for marketing and consumer behavior research

William O. Bearden, Richard G. Netemeyer, Mary F. Mobley

Sage Publications, c1993

Available at  / 30 libraries

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Note

"Published in cooperation with the Association for Consumer Research."

Includes bibliographical references

Description and Table of Contents

Description

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.

Table of Contents

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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