Resource Description

Marketing Scales Handbook: A Compilation of Multi-Item Measures
3 Vol. Gordon C. Bruner II, 1992 Paul J. Hensel. Chicago: American Marketing Association, 1992.
Ref HF 5415.3 B785 v. 1 - 3
Two to four page summaries of various consumer behavior scales, advertising scales, organizational and salesforce scales, and miscellaneous scales. Entries include scales, scale description, origin, samples, reliability, validity, administration, major findings, and further references.