In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered includ…
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Intro; Preface; Acknowledgements; Introduction; Scale Reviews; Subject Index; About the Author. "The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item survey measures that have been used in scholarly studies of consumer beha…
"The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item survey measures that have been used in scholarly studies of consumer behavior ... The purpose of the book is to help researchers benefit from the expertise of the world's…
