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Market Research

Resources for doing primary market research

Marketing Scales and Measurements

Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item measures used in scholarly studies of consumer behavior.  Each review provides the scale items (questions, statements, or semantic differentials) as well as information about the scale's origin, previous users, and measurement quality.

How-To Books on Conducting Market Research

Last Updated: Jan 23, 2025 2:20 PM