02983nam 2200469 450 991081604400332120231110222644.00-578-89993-0(CKB)5590000000461919(MiAaPQ)EBC28510790(Au-PeEL)EBL28510790(OCoLC)1250076988(EXLCZ)99559000000046191920210505h20212021 fy- 0engurun#---uuuuutxtrdacontentcrdamediacrrdacarrierMarketing scales handbook multi-item measures for consumer insight researchVolume 11 /Gordon C. Bruner IILibrary version.Fort Worth, Texas :GCBII Productions, LLC,[2021]©20211 online resource (xxii, 521 pages)Marketing Scales Handbooks ;v.11Includes bibliographical references and index."The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item measures used in scholarly studies of consumer behavior. This volume picks up where the previous volume ended and has reviews of 400 scales that were reported in top marketing journal articles published in 2018 and 2019. 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 scale's origin, previous users, and measurement quality. The bulk of the scales in this book involve topics typical to the series such as brands, advertising, stores, purchasing, and pricing. Measures of other topics in this volume have to do with a variety of other topics including investing and other aspects of personal finance, love and romance, health, relationships, responsibilities, salespeople, donating, self-efficacy, social media, reality, superiority, threats, and touch. As with the rest of the series, this book is a unique and valuable resource for researchers in a variety of fields who want tested and reliable measures of attitudes, emotions, or traits for their studies of consumers or other groups of respondents such as viewers, patients, patrons, or citizens. Many of the measures could also be used in business settings when studying employees, members, or administrators ... " --Publisher.Marketing Scales Handbooks Marketing researchStatistical methodsHandbooks, manuals, etcScaling (Social sciences)Handbooks, manuals, etcHandbooks and manuals.lcgftMarketing researchStatistical methodsScaling (Social sciences)658.8/3Bruner Gordon C.1954-116191MiAaPQMiAaPQMiAaPQBOOK9910816044003321Marketing scales handbook418449UNINA