The handbook of marketing scales, third edition represents a clear, concise, and easytouse compilation of multiitem, selfreport measures developed andor frequently used in consumer behavior and marketing research. Have around 200 different scales for a variety of marketing topics consumer behavior, pricing. There is more than one way to measure a particular concept. Bruner ii professor of marketing, southern illinois university. Sage books traits and individual difference variables. This book is currently out of print and has been superseded by bearden, netemeyer and haws handbook of marketing scales. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. The writing stage for this volume of the series was finished in january of 2017 and the book was published in february. Multiitem measures for marketing and consumer behavior research pp. These books have become classics and must haves for those who routinely develop. Multiitem measures for consumer insight research volume 8. The book includes many of the most widely used scales in the field.
This type of scale is much more precise than a 1item measure when studying psychological constructs such as attitudes, motives, intentions, emotions, values, lifestyles, and personality traits. The handbook of brand management scales 1st edition. Criteria for adding new scales 2 search procedures 3 marketing 3 social psychology, applied psychology, management, and organizational behavior 3 format of the book and presentation of measures 4 caveats and cautions 5 evaluation of measures 5 construct definition and domain 5 content validity 5 scale. Open library is an open, editable library catalog, building towards a web page for every book ever published.
Reviews of the measurement scales provided in this book are the intellectual property of gcbii productions. Bruner, emeritus professor of marketing at southern illinois university. The handbook of marketing scales, third edition, represents a clear and userfriendly collection of multiitem, selfreport measures developed and frequently used in consumer behavior and marketing research. Asked the druid who killed him if i could loot the book. Handbook of marketing scales sage research methods. The handbook of marketing scales, third edition, represents a clear and user friendly collection of multiitem, selfreport measures developed and frequently. Here are some of the opposite polarities on the marketing scale.
Its relatively modest price will also make it particularly attractive journal of marketing research. Existing handbooks of marketing scales do not include or include very few scales related to brand management constructs. Handbook of marketing scales sage publications ltd. Bruner ii also known as skip is professor of marketing and director of the office of scale research at southern illinois university carbondale. Mary f mobley the handbook of marketing scales, second edition represents a compilation of multiitem, selfreport measures developed andor frequently used in consumer behavior and marketing. The book includes a number of measures that have been used in several studies. The marketing scales handbook is demonstrated by the author, dr. 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 patients. Marketing scales handbook volume 10 marketing scales. The handbook of brand management scales is a concise, clear and easytouse collection of scales in brand management. The wide variety of scales in volume 7 are for use in surveys and experiments when studying issues relevant to understanding consumers or similar groups of people such as viewers, shoppers, patients, or citizens. Internet archive contributor internet archive language.
Very wellreferenced guide to the literature and thus provides support for developing better scales in marketing. Key featuresmore than 150 scales are included in the handbook. Many scales were originally published in marketing. Multiitem measures for marketing and consumer behavior research. Many of these scales were originally published in marketing. The purpose of this book is to reference marketing or consumer behavior scales that meet the authors criteriascales with a theoretical base andor conceptual definition, multiple items. Its a very usefull book if you use to use marketing scales.
Marketing scales handbooks since 1992, ten volumes in the marketing scales handbook series have been published by dr. Bearden go to the editions section to read or download ebooks. Multiitem measures for marketing and consumer behavior research 93 edition 9780803951556 by william o. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal. Handbook of marketing scales 1999 edition open library. Ten volumes of the marketing scales handbook series have been published since 1992 and cover 37 years of scales reported in the top scholarly journals associated with the field of marketing. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Handbook of marketing scales sage publications inc. Existing handbooks of marketing scales do not include or include very few scales. Multiitem measures for consumer insight research volume 7. The extra precision of these scales increases the accuracy of measurement and, thereby, should improve the quality of decisions based upon their results.
The most recent book in the longrunning marketing scales handbook series is volume 10. Marketing scales handbook volume 7 single user version. Handbook of marketing scales william o bearden bok. The handbook of management scales is a collection of previously used multiitem scales to measure constructs in empirical management research literature. Its relatively modest price will also make it particularly attractive journal of marketing research this second edition of the highly successful handbook of marketing scales is an essential, timesaving resource for all marketing. Book marketing is not a monolithic thing, it doesnt happen at one single time, and your marketing activities will change over your career as a writer. The handbook of marketing scales, third edition, represents a clear and. How to choose a measure from the marketing scales handbook. These books have become classics and must haves for those who routinely develop questionnaires for use in surveys or experiments.