Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research by William O. Bearden, Richard G. Netemeyer

Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research

Association for Consumer Research

William O. Bearden, Richard G. Netemeyer

365 pages • missing pub info (editions)

nonfiction business economics
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Description

While a vast number of scale instruments have been published in various journals and conference proceedings, a comprehensive handbook of multi-item scales, with directions on how to use them, has never been published - until now. After an overview...

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