Marketing Scales Handbook: The Top 20 Multi-Item Measures Used in Consumer Research AUTH-7703929 The goal in this book

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Marketing Scales Handbook: The Top 20 Multi-Item Measures Used in Consumer Research AUTH-7703929 The goal in this bookWhich measurement scales have been used the most in consumer insight research? Dr. Bruner, author of the classic Marketing Scales Handbook series, set out to answer that question. After reviewing several thousand multi item measures used in scholarly research of consumer issues, it was clear that some scales had been used much more than others. Twenty of those are the focus of the book. Not only do these "top 20" indicate what is popular with