Synopsis
Published in cooperation with the Association for Consumer Research "This book is of great value to researchers in the area of marketing and for those conducting marketing studies for decision making. This compilation is helpful in locating instruments for survey research in marketing and consumer behaviour. It also provides researchers with different options to consider for any construct having several measures. The book can be expected to spur further research in this area. It will help identify areas where measures are needed and encourage further development of valid measures of consumer behaviour and marketing constructs." --Management and Labour Studies "This sorely needed book is a fantastic aid to scholarship. It provides admirable, painstaking scholarship, which painstaking scholars will admire. . . . This book could lead to exciting new vistas." --The Journal of Consumer Affairs "This book is a most welcomed addition to the researcher′s library because it provides quick and easy access to many of the measures that have been developed by consumer and marketing researchers over the years. . . . The book starts with a useful essay discussing psychometric criteria for good scales that is a valuable introduction for novices and a helpful review for more experienced scale developers. A table summarizing criteria for evaluating scales drawn from Robinson, Shaver, and Wrightsman (1991) provides an excellent guide for evaluation and new scale development. . . . This book should be on the shelf of every marketing researcher. This volume would also be a good supplement for graduate classes in scale development or research methods. . . . Very well-referenced guide to the literature and thus provides support for developing better scales in marketing. . . . The book is a valuable guide. . . . This book should stimulate wide use of scales, the refinement and improvement of existing scales, and the development of new, psychometrically worthwhile scales. The editors should be congratulated by all market researchers for their efforts." --Journal of the Academy of Marketing Science "Marketing scholars and marketing research practitioners will find the book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive." --Journal of Marketing Research "The authors have provided a much-needed book that is well executed and crafted with great care." --Terence A. Shimp, Department of Marketing, University of South Carolina "A book like this is long overdue in marketing. The volume does a great job of putting together in one place some of the most important scales with which marketers work." --Gilbert A. Churchill, Arthur C. Nielsen Chair of Marketing Research, University of Wisconsin "The Handbook of Marketing Scales has been sorely needed in the field of consumer behavior. An outstanding volume that is highly useful and very thorough. Bill Bearden is one of the best! The authors are all outstanding scholars and they demonstrate these abilities in this book." --Lynn Kahle, Professor and Chair, Department of Marketing, University of Oregon After an introductory chapter, which provides an overview of the development of multi-item scales, the Handbook of Marketing Scales includes the foremost scales on such prominent topics as individual behavior, values, information processing, reactions to advertising stimuli, attitudes and ethics, and sales and sales management practices. Throughout, the authors present 124 scales in all. To be included in the handbook, a measure had to meet these criteria: It had a reasonable theoretical or conceptual base; it was composed of at least three items or questions; it was developed or at least applied to the accepted marketing or consumer behavior literature; scaling procedures were employed in scale development; and estimates of reliability and/or validity existed. Each of the 124 scales is presented in a consistent format, including the construct, description, development, samples, validity, scores, source, other evidence, other sources, references, and scale items. Then, of course, the actual measurement item is included. Clear, concise, and easy-to-use the Handbook of Marketing Scales is a must-have for all marketing professors, researchers, and doctoral students.
About the Authors
William O. Bearden is the Distinguished Professor Emeritus and former Bank of America Chaired Professor of Marketing at the University of South Carolina. He is currently on the editorial review boards of JCR, JMR, JM, and JCP. He served as an Associate Editor for JCR during 1999-2002. Professor Bearden has received both the University Amoco Teaching Award, that is presented annually to one faculty member, and the University Mungo Award for Teaching Excellence. He has twice has been awarded the Moore School of Business Teacher of the Year Award and recognized as a faculty initiate in Mortar Board, ODK, Beta Gamma Sigma, and Golden Key, and received the 2004 University Educational Foundation Research Award for Professional Schools and the 2005 University Trustee Professorship Award. Professor Bearden serves as the University SEC Faculty Athletic Representative and received the first Distinguished Service Award from the Journal of Consumer Research in 2006. His research interests include consumer behavior, marketing research, pricing, and the evaluation of promotions. He was faculty co-director for the University Lilly Teaching Fellows Program from 1992-1995. Bill has published over twenty-five articles in the Journal of Marketing Research, the Journal of Marketing, and the Journal of Consumer Research, as well as having a number of other publications. He has coauthored Marketing Principles and Perspectives, 5th Edition, 2006, Irwin/McGraw-Hill, Inc.
Richard G. Netemeyer is the Ralph E. Beeton Professor of Free Enterprise in the Marketing Division and Senior Associate Dean at the McIntire School of Commerce at the University of Virginia, Charlottesville, VA. He received his Ph.D. in Business Administration with a specialization in Marketing from the University of South Carolina in 1986. He was a member of the Marketing faculty at the E. J. Ourso School of Business at Louisiana State University from 1986 to 2001. In 2001, he joined the McIntire School of Commerce. Professor Netemeyer’s research has appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Applied Psychology, OBHDP, Marketing Science, American Journal of Psychiatry, American Journal of Public Health, and others. He is a co-author of two textbooks pertaining to measurement and psychometrics, and is a member of the editorial review boards of Journal of Consumer Research, Journal of Marketing, and the Journal of Public Policy & Marketing.
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