The Marketing Scales Handbook (Volume 5) was published in 2009 and contains reviews of over 700 scales used in studies of consumers and similar types of respondents between 2002 and 2005. To be included in the volume, 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. The book is only available in electronic form (*.pdf) and can only be purchased for individual users from this site. (University libraries can purchase access to the book from MyiLibrary.)
Reasons to get this book:
- Largest book of its kind (716 reviews)
- Book covers hundreds of constructs including brand attitude, purchase intention, satisfaction, and quality
- Reviews provide scale items as well as information about measurement quality
- Citations of previous users of each scale are given
- Only $100 (would cost $3,580 if reviews bought separately)
Still not sure? Learn more about the book and its contents. For a free sample of the book, download the pdf that has the full Table of Contents as well as many other pages. For those new to scales, simple videos have been produced that describe the book and how to use it to select a scale for use in a study.