Volume 5 of the Marketing Scales Handbook is one in a series of books by Dr. Bruner, Professor of Marketing at Southern Illinois University, that have become classics for researchers in industry and academia. The original Marketing Scales Handbook was released in 1992 and was the first of its kind in the field of marketing. Since then, the series has provided researchers with thousands of reviews of multi-item psychometric measures that are useful for studying the beliefs, feelings, and intentions experienced by consumers.
Volumes 1 to 4 of the series contained scales that had been included in articles published in the top marketing journals from 1980 to 2001. Volume 5 covers 2002 to 2006. As with the earlier books, it should not be viewed simply as a revision of the previously published material, in fact, the contents of the volume are predominately new.
The book is mainly composed of reviews of scales for use with consumers or similar types of respondents such as patients, students, and voters. 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. With those general rules in mind, a search was conducted of hundreds of articles published in the top marketing journals during a five-year period (2002-2006). Ultimately, 716 scales were identified as meeting the stated criteria and were reviewed for the volume.
Unlike the previous books, Volume 5 is only available in electronic form (*.pdf). Once it is purchased and downloaded, it is viewed using Adobe Acrobat or the free Adobe Reader. Searching for particular topics, phrases, or authors on your computer is much easier than trying to find the same things manually in a paper version. It also allows the user to:
- copy text, for easy cutting-and-pasting of scale items into questionnaires
- print text, for making paper copies of pages for personal usage off-line
- highlight, to bring attention to particular material
- comment, when you want to write notes and leave them on pages of the book
The book is $100 for individual users. Click the Add to cart button below to buy it now. After paying for it at the secure Paypal site, you will be able to download the complete book to your computer and access all of its 700+ scales.
If you are still uncertain about buying the book, you can get a clearer idea of what it contains by downloading the sample. It has the Table of Contents, the Introduction, a couple of sample scale reviews, and the Subject Index. Some videos are also available for you to watch here at the website that describe the book's contents and explain how to select measures for use in a survey or experiment.