Handbook of Marketing Scales

By:

Bearden, William O., ed

Contributor(s):

Material type: Book

BookPublication details: Sage Publication 2011 Los AngelesEdition: 3rd edDescription: xiv, 603pISBN:

9781412980180

Subject(s):

DDC classification:

658.8 BEA

Summary: 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 Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs https://in.sagepub.com/en-in/sas/handbook-of-marketing-scales/book234436#description

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Book	Main Library Reference	Reference book	658.8 BEA (Browse shelf(Opens below))	Checked out	07/07/2025	99115

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 Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs
https://in.sagepub.com/en-in/sas/handbook-of-marketing-scales/book234436#description

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