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Marketing Scales Handbooks

Since 1992, eleven volumes in the Marketing Scales Handbook series have been published.  These books have become classics and “must haves” for those who routinely develop questionnaires for use in surveys or experiments.  The scales reviewed in the books come from studies of “consumers” (broadly defined) or similar groups such as viewers, patients, students, contributors, voters, and group members. Further, many of these measures are useful when studying people in organizational contexts such as managers, sales people, as well as other employees and professionals. 

Volumes 5, 6, and 7 are the only volumes that can be purchased from this site.  They are *.pdfs.  Volumes 7, 8, 9, 10, and 11 are available as paperbacks at  (See the full list of Dr. Bruner's books at  The earlier volumes in the series (Volume 1-4) are no longer being published but revised versions of their consumer-related scales are in the database

There is very little overlap in content between the three volumes available here, thus, the books complement each other rather than a newer one replacing the previous one.  To be included in these volumes, 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.

Reasons to get the books:

  • Get up to date with the most advanced consumer insight measures
  • Have easy access to the largest collection of consumer psychometrics published in book form 
  • Compare alternative ways to measure such popular constructs as attitude toward an ad, brand image, purchase intention, and satisfaction as well as newer ones such as word-of-mouth, environmentalism, and game playing
  • See the scale items as well as information about each measure's quality
  • Find out who previously used a scale

Still not sure?  Read more about Volume 5, Volume 6, Volume 7, Volume 8, Volume 9, Volume 10, and Volume 11.  You can download free samples of the books that feature their Tables of Contents.  Also, check out the videos that describe the books and how to use them to select scales for a study.

The books available from this website are only in electronic form (*.pdf) and for individual users.  (Purchase of a book provides a license for a single user.)  These versions of the books are not for group use or resale.  Purchases by university libraries are managed separately.  Arrangements for other groups to access the books can be made by contacting the publisher.o cart