In this book, you'll learn the hows and whys of mining to the depths of your data, and how to make the case for heavier investment into data mining capabilities. It explains the details of the knowledge discovery process including: model creation, validity testing, and interpret…
If you think of data as raw material, the information that you can refine can give you the power to make informed decisions. Discover how data mining can help you push your company to the top. Brown gives you common-sense steps to achieve data mining success.
'The Handbook of Marketing Scales' is a compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research. Over 150 scales are included in the handbook, many of which were originally published in marketing- and consumer-…
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…
`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 …
"The Handbook of Marketing Scales, Second Edition represents a compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research. As with the first edition, researchers will find this volume useful in reducing the time i…
by Belk, Russell W., Martin, Diane, Schouten, John
fromResearch in consumer behavior
The chapters in this volume have been selected from the best papers presented at the 9th Annual Consumer Culture Theory Conference held at the home of Aalto University in Finland in June 2014. The theme of the conference was Mapping Consumer Culture. The diverse interpretive res…
"Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence. The book includes a number of measures that have been used in several studies. The volume serves as a…
