Volume 5 of the Marketing Scales Handbook series covers scales that were used in studies published in the top marketing journals from 2002 to 2006. The book should not be viewed simply as a replication of the material in the previous volumes, in fact, most of the material is new or greatly revised.
The book features reviews of scales for use with consumers or similar types of respondents such as patients, students, and voters. To be included in the volume, the scales had to be composed of three or more items, have empirical evidence of their psychometric quality, and have been treated by their users as reflective measures rather than formative. With those general rules in mind, a search was conducted of hundreds of articles published in the top marketing journals during a five-year period (2002-2006). Ultimately, 716 scales were identified as meeting the stated criteria and were reviewed for the volume.
Volume 5 is only available in electronic form (*.pdf). Once it is purchased and downloaded, it is viewed using Adobe Acrobat or the free Adobe Reader. It also allows the user to:
- search the book, for quickly finding particular topics, phrases, or authors
- copy text, for easy cutting-and-pasting of scale items into questionnaires
- print text, for making paper copies of pages for personal usage off-line
- highlight, to bring attention to particular material
- comment, when you want to write notes and leave them on pages of the book
The book is $75 for individual users. If you wish to purchase both Volume 5 and Volume 6, use the coupon code V5V6BUNDLE during checkout to receive $25 off Volume 6. Click the Add to cart button below to order Volume 5 now. After paying for it at the secure Paypal site, you will be able to download the complete book to your computer and access all of its contents.
If you are still uncertain about buying the book, you can get a clearer idea of what it contains by downloading the sample. It has the Table of Contents, the Introduction, a couple of sample scale reviews, and the Subject Index. Some videos are also available for you to watch here at the website that describe the book's contents and explain how to select measures for use in a survey or experiment.