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【电子书】Handbook of Marketing Scales 3rd Edition: Multi-Item Measures for Marketing and Consumer Behavior Research by Kelly L. Haws , Richard G. Netemeyer(pdf)

【电子书】Handbook of Marketing Scales 3rd Edition: Multi-Item Measures for Marketing and Consumer Behavior Research by Kelly L. Haws , Richard G. Netemeyer(pdf) 【电子书】Handbook of Marketing Scales 3rd Edition: Multi-Item Measures for Marketing and Consumer Behavior Research by Kelly L. Haws , Richard G. Netemeyer(pdf)


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. Key Features

More than 150 scales are included in the Handbook. Many scales were originally published in marketing and consumer journals, and including them in one volume helps reduce the time it takes researchers to locate instruments for survey research.

More than 70 new scales have been added to the Third Edition. New scales were selected based upon actual usage and citations by researchers in articles where a major objective was scale development.

Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence.


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