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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

Marketing Scales Handbook - Volume 6 (Single User Version)

Volume 6 of the Marketing Scales Handbook series is the perfect companion to Volume 5.  The book is not a revision of Volume 5 but instead contains reviews of predominately new scales that were published after the material in Volume 5 (2006 to 2009).  (Download sample.) 

The scales are for use with consumers or similar types of respondents such as viewers, patients, or citizens. To be included in the volume, the scales had to be composed of at least three items, have empirical evidence of their psychometric quality, and have been treated as reflective measures of the focal constructs by their users rather than formative measures. Using those general guidelines, hundreds of articles published in the top marketing journals during a four-year period (2006-2009) were examined. Ultimately, 682 scales were identified as meeting the stated criteria and were reviewed for the volume.

Volume 6 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

For individual users (not institutions), the ebook is $39.  To purchase it, click the Add to cart button below then click the cart icon (top right corner of page) when you are ready to check out. After paying for your order, you will be able to download the book file from My Account page.

If you are still uncertain about buying the book, you can get a better idea of what it contains by downloading the sample. It has the Table of Contents, a few pages of some scale reviews, and some other material from the actual book.  Videos are also available for you to watch here at the website that describe how the book is useful in selecting measures for use when developing a questionnaire.

Special ordering instructions are available for university libraries.

(By clicking the Add to cart button you are indicating that you have read and accepted the Single User License agreement.)

Price: $39.00