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by Gordon C. II Bruner (Author)
The Marketing Scales Handbook series is the longest-running set of books that provides reviews of multi-item measures used in scholarly studies of consumer behavior. This volume begins where Volume 10 ended and has reviews of 400 scales that were reported recently in the top journals that publish studies about consumer research. These scales are new to the series and were not in any of the previous volumes. Each review describes the scale items (questions, statements, or semantic differentials) as well as information about the measure's origin, previous users, and measurement quality. The bulk of the scales in this book focus on topics that are well known in the field of consumer science such as attitudes and behaviors involving products, branding, advertising, retailing, and purchasing. Measures related to many other topics are also in this volume including investing and other aspects of personal finance, love and romance, health, relationships, responsibilities, salespeople, donating, self-efficacy, social media, reality, superiority, threats, and touch.This book, along with the rest of the series, is a valuable resource for researchers in a variety of fields who want statistically reliable measures for use in their studies of consumers or other groups such as viewers, clients, patients, donors, and citizens. Instead of using simplistic measures of dubious quality or, at the other extreme, having to build, test, and refine measures from scratch, researchers can use the book's contents to borrow from the experts who have already crafted quality metrics. By using better measures, the precision of analyses is increased and should improve the decisions based upon the results.
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