Since 1992, six volumes in the Marketing Scales Handbook series have been published by Dr. Bruner, Emeritus Professor of Marketing at Southern Illinois University. These books have become classics and “must haves” for those who routinely develop questionnaires for use with surveys, polls, or experiments.
Volume 5 and 6 are the only volumes available at this time. (The earlier volumes are no longer in print but their contents are in the database.) Volume 5 was published in 2009 and contains reviews of scales published in scholarly marketing journals regarding studies of consumers and similar types of participants between 2002 and 2005. Volume 6 has just been released (May 2012) and contains reviews that were reported in articles during the 2006 to 2009 period. There is very little overlap between the two volumes, thus, the books complement each other rather than Volume 6 replacing Volume 5. To be included in these volumes, the scales had to be composed of three or more items, have empirical evidence of their psychometric quality, and have been treated by their users as reflective measures rather than formative.
Reasons to get the books:
- The largest books of their kind available (V5 has 716 reviews and V6 has 682 reviews)
- The books include scales for measuring hundreds of constructs including attitude toward an ad, brand attitude, purchase intention, and various forms of satisfaction, quality, and emotion
- Each review provides the scale items as well as information about a measure's quality
- Citations of previous users of each scale are given
- Only $200 as a set with the coupon code V5V6BUNDLE (would cost almost $7,000 if reviews were bought separately)
Still not sure? Learn more about Volume 5 and Volume 6 and download free samples of the books' featuring their Tables of Contents. See also the videos that describe the books and how to use them to select scales for use in a study.
The books are only available from this website in electronic form (*.pdf) and are for use on an individual's computer or tablet. (Purchase of a book represents a single license.) University libraries can purchase access to Volumes 5 and 6 from MyiLibrary. Arrangements for other groups to access the books can be made by contacting Dr. Bruner.