I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
News
Want to know what is going on at Marketing Scales? Read below about the newest books that have been published and other news of interest.
New Measures of Personal Privacy & Data Disclosure
It is wonderful that we live in an age which so much information about countless topics is easy to access. Yet, a consequence of this opportunity is that information about ourselves that we view as private is more easily obtained by others without our permission. Sometimes we have no choice but to provide personal data to websites; other times we have more control. Maintaining our privacy while also managing when and how much personal data to share is something we are all learning to deal with. Researchers in a variety of fields study these issues with multi-item scales because of their potential for greater reliability and validity compared to other measures of attitudes. Four multi-item scales that have recently been used in privacy-related research address the following questions:
• how risky is it to share personal data with a particular website?
• how willing is one to provide personal information to a particular website?
• could information shared with a certain site be used for unauthorized purposes?
• are there benefits to providing personal information?
Brief descriptions of these scales are featured now on the front page and the full reviews have joined 50+ more privacy-related measures available in the database here. [4/29/22]
Status of Volume 12
Volume 11 of the Marketing Scales Handbook series was released last April and work began immediately on Volume 12. As new scales have been chosen for the book, descriptions (reviews) have been drafted. As of now, over 100 new scales destined for Volume 12 have been finalized and added to the repository here. If you have searched the database previously and not found a scale of interest, try again. More are added almost every week! [1/27/2022]
Scale-Related Pet Peeve #35
Do you think it is appropriate for a researcher to create a multi-item scale by cherry-picking items from extant scales that measure different constructs, use that measure in a study, and be able to have the paper accepted for publication in a top level journal? Well, I don't think so!. (To read the full blog, see Bruner's Scale-Related Pet Peeves #35 at the Office of Scale Research website.) [11/19/21]