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

  • Summary
  • Contents
  • Subject index

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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