Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research by Richard G. Netemeyer
English | 29 Dec. 1998 | ISBN: 076191000X | 552 Pages | PDF | 27 MB
`Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive'