Marketing Scales Handbook Overview
In this initial video, the Marketing Scales Handbook is demonstrated by the author, Dr. Gordon C. Bruner II (Professor of Marketing, Southern Illinois University). This is Volume 5 in the classic series of books published since 1992 that have, as a whole, reviewed several thousands multi-item measurement scales used in marketing research studies. Dr. Bruner discusses some of the things that can be done with the volume, in particular, how to quickly locate measures of interest from the 716 scales reviewed. The Table of Contents, the Subject Index, and the keyword search function are featured.
Steps in finding a Scale
In this video, Dr. Bruner uses screen capture to go into more detail regarding the first steps in finding a scale of interest. The emphasis in this video is on using the e-book's Table of Contents, Subject Index, and free text search function.
Choosing between Scales
In many cases, there are several alternative measures provided in the book for measuring something. In this video, Dr. Bruner discusses how to use information in the Scale Description and Scale Items fields of the reviews to help select one scale from the alternatives.
Scale Quality
This video focuses on the parts of each review having to do with psychometric quality. Not only does Dr. Bruner discuss in general terms what reliability and validity mean with regard to measurement scales but he also describes the kinds of information that users of the book can expect to find in the reviews.
The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!