Marketing Scales Handbook: The Top 20 Multi-Item Measures Used in Consumer Research

Which measurement scales have been used the most in consumer insight research? Dr. Bruner, author of the classic Marketing Scales Handbook series, set out to answer that question. After reviewing several thousand multi-item measures used in scholarly research of consumer issues, it was clear that some scales had been used much more than others. Twenty of those are the focus of the book. Not only do these "top 20" indicate what is popular with marketing scholars but the book provides details about how to precisely measure some of the most important individual factors that shape consumer behavior including attitude toward the ad, attitude toward the brand, purchase intention, satisfaction, and loyalty.

The book is meant for researchers in a variety of fields who want reliable measures for their surveys and/or experiments. Instead of using simplistic measures of dubious quality or, at the other extreme, having to build and refine measures from scratch, researchers can use the book to learn from the experts who have already crafted quality measures. By using better scales, accuracy is increased which, thereby, improves the results of analyses and the decisions based upon them.

Dr. Gordon C. Bruner II (Professor Emeritus, Southern Illinois University) is a specialist in consumer behavior with his research being published in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Advertising Research, the Journal of Retailing, Psychology & Marketing, the Journal of Business Research, and many other journals. He is also the leader in compiling and reviewing measurement scales used in consumer insight research. Since 1992, he has published eight volumes of the Marketing Scales Handbook series containing his reviews of the psychometrics used by scholars in their studies of consumer behavior. He is also creator of a website that features the world's largest database of scales that have been used in marketing research.