Marketing Scales Handbook: A Compilation of Multi-Item Measures

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.

Gordon C. Bruner II (aka Skip) is Associate Professor and Director of the Office of Scale Research in the Marketing Department 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 serving as lead author of the scales handbook series, Bruner has published articles in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Advertising Research, Journal of Marketing Education, and many other journals and conference proceedings.