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HANDBOOK OF MARKETING SCALES - MULTI-ITEM MEASURES FOR MARKETING AND CONSUMER BEHAVIOR RESEARCH

Handbook of Marketing Scales - Multi-Item Measures for Marketing and Consumer Behavior Research
William O. Bearden; Richard G. Netemeyer; Kelly Haws
SAGE Publications Inc (2011)
Kovakantinen kirja
131,60
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Siirry koriin
Handbook of Marketing Scales - Multi-Item Measures for Marketing and Consumer Behavior Research
131,60 €
SAGE Publications Inc
Sivumäärä: 624 sivua
Asu: Kovakantinen kirja
Painos: 3rd Revised edition
Julkaisuvuosi: 2011, 26.01.2011 (lisätietoa)
Kieli: Englanti
The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research.

Key Features



More than 150 scales are included in the Handbook. Many scales were originally published in marketing and consumer journals, and including them in one volume helps reduce the time it takes researchers to locate instruments for survey research.
More than 70 new scales have been added to the Third Edition. New scales were selected based upon actual usage and citations by researchers in articles where a major objective was scale development.
Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence.
The book includes a number of measures that have been used in several studies. The volume serves as a guide to the literature and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity.

This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.

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Tilaustuote | Arvioimme, että tuote lähetetään meiltä noin 4-5 viikossa | Tilaa jouluksi viimeistään 27.11.2024
Myymäläsaatavuus
Helsinki
Tapiola
Turku
Tampere
Handbook of Marketing Scales - Multi-Item Measures for Marketing and Consumer Behavior Researchzoom
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ISBN:
9781412980180
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