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Bruner, Gordon C., 1954-

Marketing scales handbook : multi-item measures for consumer insight research. Volume 11 / Gordon C. Bruner II. - 1 online resource (xxii, 521 pages)

Includes bibliographical references and index.

This eleventh volume in the long-running series has reviews 400 new consumer-related measurement scales that were reported in top marketing journal articles published in 2018 and 2019. Each review provides the scale items as well as information regarding the scale's origin, previous users, and measurement quality.

ISBN: 9780578899930 (electronic book) 0578899930 (electronic book)

Subjects--Topical Terms:
Marketing research--Statistical methods--Handbooks, manuals, etc.
Scaling (Social sciences)--Handbooks, manuals, etc.
Marketing--Recherche--Méthodes statistiques--Guides, manuels, etc.
Construction d'une échelle (Sciences sociales)--Guides, manuels, etc.
Marketing research--Statistical methods.
Scaling (Social sciences)

Index Terms--Genre/Form:
Electronic books.
manuals (instructional materials)
handbooks.
Handbooks and manuals.
Handbooks and manuals.
Guides et manuels.

LC Class. No.: HF5415.3 / .B78 2021

Dewey Class. No.: 658.8/3