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  E-mail Message: I thought you might be interested in this item at http://www.worldcat.org/oclc/27224619 Title: Handbook of marketing scales : multi-item measures for marketing and consumer behavior research Author: William O Bearden; Richard G Netemeyer; Mary F Mobley Publisher: Newbury Park, Calif. : Sage Publications, ©1993. ISBN/ISSN: 0803951558 9780803951556 OCLC:27224619

  
  

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Handbook of marketing scales : multi-item measures for marketing and consumer behavior research

Author:	William O Bearden; Richard G Netemeyer; Mary F Mobley
Publisher:	Newbury Park, Calif. : Sage Publications, ©1993.
Edition/Format:	Book : EnglishView all editions and formats
Summary:	"The Handbook of Marketing Scales, Second Edition represents a compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research. As with the first edition, researchers will find this volume useful in reducing the time it takes to locate instruments for survey research in marketing and consumer behavior. A number of measures in this second edition have been used in several studies. Therefore, this book should serve as a guide to the literature for certain topic areas and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity. This text may also help identify those areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs."--BOOK JACKET.  Read more...
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