{"product_id":"handbook-of-marketing-scales-multi-item-measures-for-marketing-and-consumer-behavior-research-9781412980180","title":"Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research","description":"\u003cp\u003e • Author(s): William O\u003cbr\u003e • Publisher: SAGE Publications Inc\u003cbr\u003e • Publisher Imprint: SAGE Publications Inc\u003cbr\u003e • BISAC: Marketing - Research\u003c\/p\u003e\u003cp\u003eThe \u003cb\u003eHandbook of Marketing Scales, Third Edition\u003c\/b\u003e, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. \u003cb\u003eKey Features\u003c\/b\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cb\u003eMore than 150 scales are included in the Handbook. \u003c\/b\u003eMany scales were originally published in marketing and consumer journals, and including them in one volume helps reduce the time it takes researchers to locate instruments for survey research. \u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eMore than 70 new scales have been added to the Third Edition.\u003c\/b\u003e New scales were selected based upon actual usage and citations by researchers in articles where a major objective was scale development.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eEach scale is prefaced by the same information.\u003c\/b\u003e Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eThe book includes a number of measures that have been used in several studies.\u003c\/b\u003e 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.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eThis \u003cb\u003eHandbook\u003c\/b\u003e also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.\u003c\/p\u003e","brand":"SAGE Publications Inc","offers":[{"title":"Hardcover","offer_id":45457366974615,"sku":"9781412980180","price":12545.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9781412980180.webp?v=1769293367","url":"https:\/\/atlanticbooks.com\/products\/handbook-of-marketing-scales-multi-item-measures-for-marketing-and-consumer-behavior-research-9781412980180","provider":"Atlantic Books","version":"1.0","type":"link"}