Marketing Scales Handbook Vol. 1-2 : A Compilation of Multi-Item Measures .

Marketing Scales Handbook, the second volume of this series, lists 423 scales that have been used in consumer-related studies; advertising-related research studies; and sales management, channels, and other organizational studies. From the four-year period of 1990 to 1993, scales from eight journals were selected and are included in this new comprehensive volume. Following the first volume, this handbook facilitates the development of questionnaires by providing examples of previously used scales and their psychometric characteristics. It lists the scale's name, its description and origin, samples, the scale's reliability and validity, the manner in which the scale was administered to a sample, the results associated with the scale, comments, references, and the items of each scale.

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.