Marketing Scales Handbook Overview
In this initial video, the Marketing Scales Handbook (Volume 5) is demonstrated by the author, Dr. Gordon C. Bruner II (Professor of Marketing, Southern Illinois University). Dr. Bruner discusses some of the things that can be done with the book, in particular, how to quickly locate measures of interest from the hundreds of scales reviewed. The Table of Contents, the Subject Index, and the keyword search function are featured. Although this video was made with reference to Volume 5, most of the information is relevant to Volume 6 as well.
Steps in finding a Scale
In this video, Dr. Bruner uses screen capture to go into more detail regarding the first steps in finding a scale of interest. The emphasis in this video is on using the e-book's Table of Contents, Subject Index, and free text search function.
Choosing between Scales
In many cases, there are several alternative measures provided in the book for measuring something. In this video, Dr. Bruner discusses how to use information in the Scale Description and Scale Items fields of the reviews to help select one scale from the alternatives.
Scale Quality
This video focuses on the parts of each review having to do with psychometric quality. Not only does Dr. Bruner discuss in general terms what reliability and validity mean with regard to measurement scales but he also describes the kinds of information that users of the book can expect to find in the reviews.
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.