Marketing Scales Handbook: A Compilation of Multi-Item Measures, the third volume of the series, is the largest book of its kind ever published. This invaluable book is not a revision of the previous publications but a distinctly separate volume. The scales included here are either new or are newly devised adaptations of previous scales, and they were not described in either Volume I or II. Picking up where Volume II left off, this volume presents 941 scales culled from articles published in the top marketing journals between 1994 and 1997. The editors of this third volume clearly describe these scales, including the psychometric qualities, the samples with which they have been used, and some results of the studies in which they were used. They also give the origins of each scale, and describe how the new scale differs from its precedents. Combining this volume with the previous two, researchers have easy access to nearly 2000 measurement scales. Thus, users of this volume can avoid reinventing the wheel, as Marketing Scales will in many cases reduce the need to conceptualize, test, and validate a measure from scratch. This volume includes information about each scale?s validity, how it was measured, and how it could be improved. So Marketing Scales users can not only build on the previous work of other scholars, but strive to produce even higher quality researc

Marketing Scales Handbook, Volume III: A Compilation of Multi-Item Measures

Business & Money

James, Karen E.

Hensel, Paul J.

Bruner, II, Gordon C.

Marketing & Sales

South-Western Educational Pub

Essentials of Marketing Research: Putting Research into Practice, an exciting new practical guide by Kenneth E. Clow and Karen E. James offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those findings to make effective management decisions, the authors offer a unique learning-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making.

Essentials of Marketing Research: Putting Research Into Practice

Clow, Kenneth E.

Sage Publications, Inc.

All new or new uses of previously developed scales in consumer behavior and advertising that appeared between 1998 and 2001. 654 scales are presented along with a description, the origin of the scale, reliability, validity, and other useful information for the academic and professional researcher. This volume includes two indices: by author and by publication.

Marketing Scales Handbook, Volume IV: Consumer Behavior (Marketing Scales Series)

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