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Scale Reviews

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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 9

This volume focuses on the time period following what was covered by Volume 8.  The measures are new to the series and have not been reviewed in the previous volumes.  (Download sample.) The scales are for use in studies in which a researcher wants to measure constructs relevant to understanding “consumers” or similar types of respondents such as shoppers, viewers, donors, or members.

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. Over 600+ articles were examined from the leading marketing journals in 2014 and 2015 that publish consumer behavior research. Ultimately, 433 scales were found to meet the stated criteria and were reviewed.

The bulk of the scales in Volume 9 have to do with topics typical to the series such as brands, advertising, stores, purchasing, and pricing. Measures of other topics in this volume have to do with environmentalism, service dominant orientations, symbolic embeddedness, word-of-mouth activity, switching costs, product installations, place attachment, interactions with employees, and sports.

To get a better idea of what Volume 9 contains, please download the sample. It has the Table of Contents, a few pages of scale reviews, the Subject Index, and some other material.

Volume 9 is only available as a paperback for individual users and can be ordered from (Digital versions especially for libraries are available from select distributors.)