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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Marketing Scales Handbook - Volume 11

The newest book in the long-running Marketing Scales Handbook series is Volume 11. (Download the free sample.) Since the volume focuses on the time period following what was covered by Volume 10, the scales are new to the series and have not been reviewed in the previous volumes.

To be included in this book, the scales had to be composed of at least three items, have empirical evidence of their psychometric quality, and have been treated by their users as reflective measures (rather than formative ones) of the focal constructs. Hundreds of articles published in 2018 and 2019 that publish consumer behavior research were examined. Ultimately, 400 scales from 194 articles were found to meet the stated criteria, were reviewed, and included in the book.

The bulk of the scales in this volume focus on popular topics in the study of marketing and consumer science such as attitudes and behaviors related to products, branding, advertising, retailing, and purchasing. Measures related to many other topics are covered as well including personal finance, love and romance, health, salespeople, donating, social media, reality, and touch.

To get a better idea of what Volume 11 contains, please download the free sample. It has the Table of Contents, a few pages of scale reviews, the Subject Index, and some other material. Volume 11 is only available as a paperback for individual users from (Digital versions especially for libraries are available from select distributors.)