Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its r…
"The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. This Handbook also aims to help identify areas where measures are need…
This book is invaluable for anyone studying marketing research at a degree or diploma level and is core reading for those students taking the joint module on Marketing Research and Information offered by the Chartered Institute of Marketing and The Market Research Society. The …
