Marketing Scales Handbook: A Compilation of Multi-Item Measures (v. 1)

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9780877572268: Marketing Scales Handbook: A Compilation of Multi-Item Measures (v. 1)

When published, this was the first-of-its-kind handbook that provided detailed descriptions of multi-item rating scales used to measure marketing related constructs. Covering the period from 1980 to 1989, this easy-to-use reference tool details 588 marketing scales used in Consumer Behavior; Advertising; and Organizational, Sales Force, and Miscellaneous fields. With both Volume I and II on their book shelves, contemporary market researchers and academics have easy access to nearly 1000 different measurement scales, including some history of the scales' use in scholarly studies.

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About the Author:

Dr. Gordon C. Bruner II (also known as Skip) is Professor of Marketing and Director of the Office of Scale Research at Southern Illinois University Carbondale. He received his B.B.A. and M.S. degrees in Marketing from Texas A&M University and a Ph.D. in marketing from the University of North Texas. In addition to being the lead author on the first three volumes of this series of handbooks, he has published articles in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Retailing, the Journal of Advertising Research, the Journal of Marketing Education, the Journal of Business Research, and many other journals and conference proceedings.

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Bruner, II Gordon C., Hensel, Paul J.
Published by South-Western Educational Pub (1992)
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