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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.
"synopsis" may belong to another edition of this title.
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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Book Description Amer Marketing Assn, 1994. Condition: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Seller Inventory # 6459512
Book Description Amer Marketing Assn, 1994. Paperback. Condition: Good. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. May not contain Access Codes or Supplements. May be ex-library. Shipping & Handling by region. Buy with confidence, excellent customer service!. Seller Inventory # 0877572518
Book Description Amer Marketing Assn, 1994. Paperback. Condition: Good. Item may show signs of shelf wear. Pages may include limited notes and highlighting. May include supplemental or companion materials if applicable. Access codes may or may not work. Connecting readers since 1972. Customer service is our top priority. Seller Inventory # mon0001474191