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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 Author
Dr. Bruner is the owner and manager of MarketingScales.com, a website with the world's largest library of psychometric scales for the study of consumers. The online service is an extension of the work Dr. Bruner has done since the late 1980s in reviewing measurement scales that have been used in marketing research, publishing six books between 1992 and 2012. The primary service provided by the website is helping researchers to find scales that will fit their needs rather than having to create measures themselves. The growing database at the website contains over 2,700 scales that have been reviewed by Dr. Bruner. Each review describes a measure along with its history, psychometric quality, and other information helpful to researchers trying to decide whether or not to use it in a study.
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- PublisherAmer Marketing Assn
- Publication date1995
- ISBN 10 0877572518
- ISBN 13 9780877572510
- BindingPaperback
- LanguageEnglish
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