Handbook of Marketing Scales: Multi-Item Measures for by William O. Bearden

By William O. Bearden

`Marketing students and advertising and marketing study practitioners will locate this e-book worthy. It bargains an exceptional sourcebook for various scales, and the experiences of the scales are considerate and good crafted. The ebook comprises a number of the most generally used scales within the box. Its particularly modest cost also will make it really beautiful' - Journal of selling Research

This Second Edition of the hugely profitable Handbook of selling Scales is an important, time-saving source for all advertising execs, researchers, and graduate scholars. After an exhaustive seek of the field's significant courses, they've got incorporated purely these measures of so much use to researchers.

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B variety. Each item receiving a self-actualizing response receives a score of 1 and is scored 0 otherwise. Scores are then summed to form an overall index which can range from 0 to 20 (Brooker 1975, p. 567). Development: An initial set of over 150 pairs of actualizing and nonactualizing items were developed. " A panel of four faculty judges evaluated the items for self-actualizing content. Subjects (n = 319) responded to the items, varied in order to address respondent fatigue. Items were selected using a combination of corrected item-to-total correlations balanced with the need to have items reflecting the various dimensions.

1982). " Journal of Person­ ality and Social Psychology, 42(1), 116-131. © 1982 by the American Psychological Association. Scale items taken from Table 1 (pp. 120­ 121). Reprinted with permission. Other evidence: In the development of the short form, Cacioppo et al. 91 for the 18-item and 34-item versions, respec­ tively. Substantial evidence of the validity of the construct and the measures described here has been provided by a number of studies which have successfully used the Cacioppo and Petty (1982) need for cognition scale.

Mean scores were also reported by gender. 01) on the NFP. Source: Viswanathan, Madhubalan. (1997). " Personality and Social Psychology Bulletin, 23, 717-735. © 1997 by Sage Publications. Scale items taken from Table 1 (p. 723). Reprinted with permission. Other evidence: N/A Other sources: N/A References: N/A 26 HANDBOOK OF MARKETING SCALES NEED FOR PRECISION: NFP (Viswanathan 1997) 1. I enjoy tasks that require me to be exact. 2. Vague descriptions leave me with the need for information. 3. I have a rough rather than exact idea of my opinions on various issues.

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