Volume 5 of the Marketing Scales Handbook

Volume 5 of the Marketing Scales Handbook was released in the late spring of 2009.  I expected the book to be of most interest to individuals but have been pleasantly surprised by how many universities around the world have wanted it.  While I am have been able to deal directly with some of them, others would rather deal with a service provider that has a large roster of electronic publications from which the library can pay to access.  Given that, I have agreed to allow MyiLibrary (Ingram Digital) to include the book in its inventory. MyiLibrary provides institutions around the world the most comprehensive online e-content platform on the market today. If you are student or employee of a university, consider asking your librarian to acquire the book for you and other patrons to use. Keep in mind that the two versions of the book (the one for individuals and the one for libraries) have different kinds of restrictions. Please contact me if you have questions about which one would be best for you.

Volume 6 and the Database

Work continues on Volume 6, with over 400 reviews having been prepared by now.  The future of those reviews deserves some clarification, however.  Although for the near future I will refer here to the progress being made on "Volume 6," the strong possibility exists that no "Volume 6 "as a separate book will ever be published.  "Volume 6" is just an easy way for me to refer to whatever comes next that will contain the new reviews.  The plan for some time now has been to put all of the reviews (old and new) into a database rather than artificially drawing a line and publishing a book (paper or electronic) as I did with Volumes 1 to 5. Negotiations are occurring at this time with interested partners in this venture and I hope to be able to provide more details of our plans in the early Fall of 2010.  

Pet Peeve Posts

After two decades of reviewing scales, I decided several months ago to produce a series of postings that describe bothersome issues I routinely come across in my work.  The purpose is not to just blow off steam but to address some typical scale-related challenges and discuss some problems that should be avoided.  In tweet form these will be called Bruner’s Scale-Related Pet Peeves.  (To follow my tweets at Twitter, look for marketingscales.)  The discussion of each Pet Peeve will be provided under News at the Office of Scale Research (the academic companion to this site).  The most recent posting is:

CONFUSING REFLECTIVE AND FORMATIVE SCALES - Part 2