Handbook of Marketing Scales
Multi-Item Measures for Marketing and Consumer Behavior Research
- William O. Bearden - University of South Carolina, USA
- Richard G. Netemeyer - University of Virginia, USA
- Kelly L. Haws - Vanderbilt University, USA
- Over 150 scales are included in the handbook. Many of these scales were originally published in marketing- and consumer-related journals or conference proceedings. Including them in one volume helps reduce the time it takes to locate instruments for survey research.
- Scales included have a reasonable theoretical base, are developed within the marketing or consumer behavior literature, are composed of several items or questions, use some scaling procedures, and include estimates of reliability and/or validity, making these scales especially relevant and "proven" for marketing scholars and professionals.
- Each scale includes the following information so that users can quickly and easily learn about the scale: construct, description, development, samples, validity, scores, sources, other evidence, other sources, references, and scale items.
