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, c1999
2nd ed
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注記
"Published in cooperation with the Association for Consumer Research"
Includes bibliographical references and indexes
内容説明・目次
内容説明
`Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive' - Journal of Marketing Research
This Second Edition of the highly successful Handbook of Marketing Scales is an essential, time-saving resource for all marketing professionals, researchers, and graduate students. After an exhaustive search of the field's major publications, they have included only those measures of most use to researchers.
目次
Introduction
Traits and Individual Difference Variables
Values
Involvement, Information Processing and Price Perceptions
Reactions to Advertising Stimuli
Attitudes about the Performance of Business Firms, Satisfaction and Post-Purchase Behavior, Social Agencies and the Marketplace
Sales, Sales Management, Organizational Behavior and Interfirm-Intrafirm Issues
「Nielsen BookData」 より
