Marketing Scales Handbook, Volume II: A Compilation of Multi-Item Measures - Softcover

Bruner, II, Gordon C.; Hensel, Paul J.

Softcover

ISBN 10: 0877572615 ISBN 13: 9780877572619

Publisher: South-Western Educational Pub, 1996

Synopsis

Marketing Scales Handbook, the second volume of this series, lists 423 scales that have been used in consumer-related studies; advertising-related research studies; and sales management, channels, and other organizational studies. From the four-year period of 1990 to 1993, scales from eight journals were selected and are included in this new comprehensive volume. Following the first volume, this handbook facilitates the development of questionnaires by providing examples of previously used scales and their psychometric characteristics. It lists the scale's name, its description and origin, samples, the scale's reliability and validity, the manner in which the scale was administered to a sample, the results associated with the scale, comments, references, and the items of each scale.

About this title

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.

Edition details

• Publisher: South-Western Educational Pub
• Publication date: 1996
• Language: English
• ISBN 10: 0877572615
• ISBN 13: 9780877572619
• Binding: Paperback
• Edition number: 1