Marketing scales handbook : multi-item measures for consumer insight research. Volume 10 /
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| Author / Creator: | Bruner, Gordon C., 1954- author. |
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| Edition: | (Library version). |
| Imprint: | Fort Worth, Texas : GCBII Productions, LLC, 2019. |
| Description: | 1 online resource (xxii, 539 pages) |
| Language: | English |
| Subject: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/12283833 |
| Summary: | The Marketing Scales Handbook series is the longest-running set of books that provides reviews of multi-item measures used in scholarly studies of consumer behavior. This volume begins where Volume 9 ended and has new reviews of 402 scales that were reported in top marketing journals. These scales are new to the series and were not in any of the previous volumes. Each review provides the scale items (questions, statements, or semantic differentials) as well as information about the measure's origin, previous users, and measurement quality. The bulk of the scales in this book focus on topics well known in the fields of marketing and consumer science such as products, branding, advertising, retailing, and purchasing. Measures of many other topics are covered as well, including benevolence, co-production, corporate social responsibility, food, emotions, engagement, environmentalism, games, health, personality traits, satisfaction, social media, websites, and word-of-mouth.The book, along with the rest of the series, is a valuable resource to researchers in a variety of fields who want statistically reliable measures for use in their studies of consumers or similar groups such as viewers, clients, patients, or citizens. Instead of using simplistic measures of dubious quality or, at the other extreme, having to build, test, and refine measures from scratch, researchers can use the book's contents to borrow from the experts who have already crafted quality metrics. By using better measures, the precision of analyses is increased and should improve the decisions based upon the results. |
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| Physical Description: | 1 online resource (xxii, 539 pages) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9780578470023 0578470020 |