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Marketing Subject Guide — Handbook: Marketing Scales

This guide identifies key resources for doing Marketing research.

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

Available in Print

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.