Marketing Scales Handbook, Volume III: A Compilation of Multi-Item Measures - Hardcover

Bruner, II, Gordon C.; James, Karen E.; Hensel, Paul J.

Hardcover

ISBN 10: 0877572909 ISBN 13: 9780877572909

Publisher: South-Western Educational Pub, 2001

Synopsis

Marketing Scales Handbook: A Compilation of Multi-Item Measures, the third volume of the series, is the largest book of its kind ever published. This invaluable book is not a revision of the previous publications but a distinctly separate volume. The scales included here are either new or are newly devised adaptations of previous scales, and they were not described in either Volume I or II. Picking up where Volume II left off, this volume presents 941 scales culled from articles published in the top marketing journals between 1994 and 1997. The editors of this third volume clearly describe these scales, including the psychometric qualities, the samples with which they have been used, and some results of the studies in which they were used. They also give the origins of each scale, and describe how the new scale differs from its precedents. Combining this volume with the previous two, researchers have easy access to nearly 2000 measurement scales. Thus, users of this volume can avoid reinventing the wheel, as Marketing Scales will in many cases reduce the need to conceptualize, test, and validate a measure from scratch. This volume includes information about each scale?s validity, how it was measured, and how it could be improved. So Marketing Scales users can not only build on the previous work of other scholars, but strive to produce even higher quality researc

About this title

About the Authors

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.

Dr. Karen E. James is Associate Professor of Marketing in the Management and Marketing Department at Louisiana State University, Shreveport. She received her Bachelor's degree in public relations and radio and television production from Purdue University and her MBA and D.B.A. from Southern Illinois University-Carbondale. Prior to her present position, James taught marketing courses at the University of New Orleans and Southern Illinois University. In addition to scaling and measurement, her research interests include creative advertising visual strategies, marketing education, negative advertising and health care/services marketing. James has authored or co-authored multiple academic articles and proceedings.

Edition details

• Publisher: South-Western Educational Pub
• Publication date: 2001
• Language: English
• ISBN 10: 0877572909
• ISBN 13: 9780877572909
• Binding: Hardcover
• Edition number: 1
• Number of pages: 1651