Handbook of Marketing Scales (Association for Consumer Research) ハードカバー – 2010/12/10
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The Handbook of Marketing Scales, Third Edition represents a clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research.
- Over 150 scales are included in the handbook. Many of these scales were originally published in marketing- and consumer-related journals or conference proceedings. Including them in one volume helps reduce the time it takes to locate instruments for survey research.
- Scales included have a reasonable theoretical base, are developed within the marketing or consumer behavior literature, are composed of several items or questions, use some scaling procedures, and include estimates of reliability and/or validity, making these scales especially relevant and "proven" for marketing scholars and professionals.
- Each scale includes the following information so that users can quickly and easily learn about the scale: construct, description, development, samples, validity, scores, sources, other evidence, other sources, references, and scale items.
This is a handbook of scales that are used in empirical marketing and consumer behaviour research. In seven chapters, this third edition mirrors the six major areas of marketing mix and consumer behaviour variables as well as a general introduction. The six areas are: (1) traits and individual difference variables; (2) values and goals; (3) involvement, information processing, and affect; (4) reactions to marketing stimuli; (5) attitudes about the performance of business firms, satisfaction and post-purchase behaviour, social agencies, and the mar- ketplace; and (6) sales, sales management, organizational behaviour, and interfirm–intrafirm issues. For each scale, the following information is provided: construct, description, and development of the scale, the samples used in development, validity, scores, source, and references and last but not least, the actual scale items and dimensions to which they belong. (Prof. Dr. Lucia A. Reisch 2013-09-10)商品の説明をすべて表示する
Recommend it for all marketing researchers.
It's also good because scales have already been validated.
Having the insight from several publications aproved by their use, validity and the selection procedures used by the authors
give this book an extra.