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Synopsis
When published, this was the first-of-its-kind handbook that provided detailed descriptions of multi-item rating scales used to measure marketing related constructs. Covering the period from 1980 to 1989, this easy-to-use reference tool details 588 marketing scales used in Consumer Behavior; Advertising; and Organizational, Sales Force, and Miscellaneous fields. With both Volume I and II on their book shelves, contemporary market researchers and academics have easy access to nearly 1000 different measurement scales, including some history of the scales' use in scholarly studies.
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About the Authors
Dr. Gordon C. Bruner II (also known as Skip) is Professor of Marketing and Director of the Office of Scale Research at Southern Illinois University Carbondale. He received his B.B.A. and M.S. degrees in Marketing from Texas A&M University and a Ph.D. in marketing from the University of North Texas. In addition to being the lead author on the first three volumes of this series of handbooks, he has published articles in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Retailing, the Journal of Advertising Research, the Journal of Marketing Education, the Journal of Business Research, and many other journals and conference proceedings.
Dr. Paul J. Hensel is Associate Dean for Executive and International Programs and Professor of Marketing at the University of New Orleans. He earned his Ph.D. in Business From the University of Houston, his MBA from Southern Illinois University at Carbondale and his B.Sc. in Communications for the University of Illinois. Previously, he held faculty positions at the University of Kentucky and Southern Illinois University at Carbondale. He has published more than 50 referred journal and academic proceedings articles. He is the recipient of a number of grants and awards including a Fulbright Scholarship related to his current interests in trade capacity building in lesser-developed nations.
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Marketing Scales Handbook: A Compilation of Multi-Item Measures
Published by
South-Western Educational Pub, 1992
ISBN 10: 0877572267
ISBN 13: 9780877572268
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Marketing Scales Handbook: A Compilation of Multi-Item Measures (v. 1).
Published by
South-western Educational Pub, 1992
ISBN 10: 0877572267
ISBN 13: 9780877572268
Used
Hardcover
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Hardcover. Very Good plus. Large fat hardcover in dust jacket; published in 1992 by American Marketing Association, 1315pp. Book as new except upper page edges a bit soiled due to standing dust, pages have a very slight waver. Dust jacket nice and glossy like new but has a few surface scratches. Very nice condition. HEAVY/OVERSIZE. **We provide professional service and individual attention to your order, daily shipments, and sturdy packaging. FREE TRACKING ON ALL SHIPMENTS WITHIN USA. Seller Inventory # 49835
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Marketing Scales Handbook: A Compilation of Multi-Item Measures
Published by
South-Western Educational Pub, 1992
ISBN 10: 0877572267
ISBN 13: 9780877572268
Used
Hardcover
Seller: Solr Books, Lincolnwood, IL, U.S.A.
Seller rating 5 out of 5 stars
Condition: very_good. This books is in Very good condition. There may be a few flaws like shelf wear and some light wear. Seller Inventory # BCV.0877572267.VG
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Marketing Scales Handbook: A Compilation of Multi-Item Measures
Published by
American Marketing Association, 1992
ISBN 10: 0877572267
ISBN 13: 9780877572268
Used
Hardcover
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No jacket. Condition: Bon. Ancien livre de bibliothèque avec équipements. Sans jaquette. Couverture différente. Edition 1992. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. No dust jacket. Different cover. Edition 1992. Ammareal gives back up to 15% of this item's net price to charity organizations. Seller Inventory # G-334-836
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