Bearden et al. 1993. Handbook of Marketing Scales

Bearden et al. 1993. Handbook of Marketing Scales - BOOK...

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BOOK REVIEW. Bearden et al. 1993. Handbook of Marketing Scales Date: BOOK REIVIEW 1: DAVID W. STEWART University of Southern California - It   is   a   handbook   is   a  compendium   of   measurement   instruments   and   scales  that   describes   several  measurement scales.  - The book involve adaptation of measures from other fields and creation of news scales to measure research  problems that deal with marketing and consumer behavior  - Published in cooperation with the Association for Consumer Research  - It described 124 scales  - A description of the psychometric foundations of scales, with dimensions and evaluation criteria of scales.  (very brief review) - Description of measurement scales for:  o Individual traits  Self-concept,  Sexual identity  Hispanicness  Interpersonal orientation  Opinion leadership Innovativeness  o Values VALS Rokeach Value Survey  Material values 
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Bearden et al. 1993. Handbook of Marketing Scales - BOOK...

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