Marketing Scales Handbooks
Marketing Scales Handbook by Gordon C. Bruner II, Emeritus Professor of Marketing at Southern Illinois University.
It reviews articles published in top marketing journals, and identifies scales that meet the criteria:
- had to be composed of at least three items,
- have empirical evidence of their psychometric quality, and
- have been treated by their users as reflective measures (rather than formative ones) of the focal constructs.
It is great for anyone who is developing questionnaires for use in surveys or experiments, whether studying “consumers” or people in organizational studies.
UConn Library has the entire series, with Vol. 5 and later available electronically.
Available Electronically
Volume 12 (2023) by ISBN: 9798218181482Publication Date: 2023-04-03400 scales; review period: 2020–2021; focus on topics that are well known in the field of consumer science such as attitudes and behaviors involving products, branding, advertising, retailing, and purchasing.
Volume 11 (2021) by ISBN: 9780578899930Publication Date: 2021-05-01400 scales covered; review period: 2018–2019; The bulk of the scales in this book involve topics typical to the series such as brands, advertising, stores, purchasing, and pricing. Measures of other topics in this volume have to do with a variety of other topics including investing and other aspects of personal finance, love and romance, health, relationships, responsibilities, salespeople, donating, self-efficacy, social media, reality, superiority, threats, and touch.
Volume 10 (2019) by ISBN: 9780578470023Publication Date: 2019-03-08402 scales covered; review period: 2016–2017; The bulk of the scales in this book focus on topics well known in the fields of marketing and consumer science such as products, branding, advertising, retailing, and purchasing. Measures of many other topics are covered as well, including benevolence, co-production, corporate social responsibility, food, emotions, engagement, environmentalism, games, health, personality traits, satisfaction, social media, websites, and word-of-mouth.
Volume 9 (2017) by ISBN: 9780692845936Publication Date: 2017-02-15433 scales covered; review period: 2014–2015; The bulk of the scales in this book involve topics typical to the series such as brands, advertising, stores, purchasing, and pricing. Measures of other topics in this volume have to do with newer topics including environmentalism, service dominant orientations, symbolic embeddedness, word-of-mouth activity, switching costs, product installations, place attachment, interactions with employees, and sports.
Volume 8 (2015) by ISBN: 9780692395837Publication Date: 2015-03-04392 scales covered; review period: 2012–2013
Topics typical to this series: brands, advertising, shopping, emotion, e-commerce, and health. Other topics in this volume were less covered in previous volumes and have to do with environmental issues (recycling and green products), word-of-mouth activity, international commerce issues (fair trade and off-shoring), and game-playing.
Volume 7 (2013) by ISBN: 9780615846064Publication Date: 2013-07-27364 scales covered; review period: 2010–2011
Volume 6 (2012) by ISBN: 9780615630687Publication Date: 2012-05-02682 scales covered; review period: 2006–2009
Volume 5 (2009) by ISBN: 9780615273273Publication Date: 2009-02-07715 scales covered; review period: 2002–2005; Topics covered include: Most used scales on Attitude Toward the Brand, Attitude Toward the Ad, Behavioral Intention, and Enduring Involvement (during the 1980–2000 period).
Available in Print
Volume 4 (2005) by Call Number: HF5415.3 .B785 1992 v.4ISBN: 9781587992056Publication Date: 2005-07-28654 scales covered; review period: 1998–2001
Volume 3 (2001) by Call Number: HF5415.3 .B785 1992 v.3ISBN: 9780877572909Publication Date: 2001-07-01914 scales covered; review period: 1994–1997; Combining this volume with the previous two, researchers have easy access to nearly 2,000 measurement scales.
Volume 2 (1996) by Call Number: HF5415.3 .B785 1992 v.2ISBN: 9780877572619Publication Date: 1996-07-01423 scales covered; review period: 1990–1993
Volume 1 (1992) by Call Number: HF5415.3 .B785 1992 v.1ISBN: 0877572267Publication Date: 1992-07-01588 scales covered; review period: 1980–1989; used in Consumer Behavior; Advertising; and Organizational, Sales Force, and Miscellaneous fields; nearly 1,000 different measurement scales
Searching the Scales Library
If you'd like to search the Marketing Scales repository and see the full review of scales, there is a day pass option at $39. You can do a preliminary search on the Scales Library, but there are no references as to which volume it appears under.
