Marketing Scales Handbook: The Top 20 Multi-Item Measures Used in Consumer Research
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Which measurement scales have been used the most in consumer insight research? Dr. Bruner, author of the classic Marketing Scales Handbook series, set out to answer that question. After reviewing several thousand multi-item measures used in scholarly research of consumer issues, it was clear that some scales had been used much more than others. Twenty of those are the focus of the book. Not only do these "top 20" indicate what is popular...
Format:Paperback
Language:English
ISBN:1482779919
ISBN13:9781482779912
Release Date:April 2013
Publisher:Createspace Independent Publishing Platform
Length:164 Pages
Weight:0.50 lbs.
Dimensions:0.3" x 6.0" x 9.0"
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