Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Marketing Scales Handbook - Volume 7 (Single User Version)
Volume 7 picks up where Volume 6 ended. As was true with that book, the content of Volume 7 is overwhelmingly new to the series and focuses on measures that have not been reviewed previously. (Download sample.)
The scales in Volume 7 are for use in surveys and experiments when studying a very wide set of constructs relevant to understanding “consumers” or similar types of participants such as viewers, contributors, 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 two-year period (2010-2011) were examined. Ultimately, 364 scales were identified as meeting the stated criteria and were reviewed for the volume.
The paperback edition of Volume 7 is available at Amazon.com. The edition of the book available from this site is only in electronic form (*.pdf). If the ebook is purchased from this site and downloaded, it can be viewed using Adobe Acrobat or the free Adobe Reader. Benefits of having the book in digital form are:
- Searching book content, for quickly finding particular topics or authors' names
- copying text, for easy cutting-and-pasting of scale items into questionnaires
- printing text, for making paper copies of pages for personal usage off-line
- highlighting, to bring attention to particular material
- commenting, when wanting to leave notes on pages of the book
For individual users (not institutions), the ebook is $29. 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 ebook file from My Account.
Again, 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, a few pages of scale reviews, and some other material. Videos are also available for you to watch that describe how the book is helpful 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: $29.00