Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research) [Hardcover]

William O. Bearden (Author), Richard G. Netemeyer (Author)

Book Description

ISBN-10: 076191000X | ISBN-13: 978-0761910008 | Publication Date: November 12, 1999 | Edition: 2 Sub

`Marketing scholars and marketing research practitioners will find this 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

This Second Edition of the highly successful Handbook of Marketing Scales is an essential, time-saving resource for all marketing professionals, researchers, and graduate students. After an exhaustive search of the field's major publications, they have included only those measures of most use to researchers.

Editorial Reviews

About the Author

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.

Product Details

• Hardcover: 552 pages
• Publisher: Sage Publications, Inc; 2 Sub edition (November 12, 1999)
• Language: English
• ISBN-10: 076191000X
• ISBN-13: 978-0761910008
• Product Dimensions: 11.4 x 8.9 x 1.6 inches
• Shipping Weight: 4 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #953,271 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

12 of 13 people found the following review helpful:

5.0 out of 5 stars A must for questionaire designer, April 23, 2001

By 

Yi-Long Jaw (Hamburg, Germany) - See all my reviews

This review is from: Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research) (Hardcover)

This is the kind of reference book i have been looking for a long time. Doing survey research oftentimes is confined to what oneself has done in the past. And some of the times, new ideas and mthods may also occur from colleagues and journal articles. Nonethess, the original questionaires are rarely included. Here is the cure.

In this handbook, one can compile and compare easily the consumer ethonocentrism scale, the sexual identity scale, value and lifestyle scale (VALS), Belk's materialism scale, Personal involvement inventory (PII), consumer image of retailer stores (CIRS), measures relating to Ad emotions and Ad contents, service quality (SERVQUAL), attitudes toward social responsibility and ethical behavior, measures for managing sales, and much more.

I ran into this book at the office of a friend of mine in Hamburg and i simply cannot wait but buy a copy immediately.

6 of 7 people found the following review helpful:

5.0 out of 5 stars Excellent review of hundreds of marketing scales, April 4, 2008

By 

Edward Torpy (Reston, VA) - See all my reviews
(VINE VOICE)    (REAL NAME)   

This review is from: Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research) (Hardcover)

This is a very large and comprehensive review of about 200 scales for use in survey reserach. Each scale has several pages devoted to the concept that each scale is attempting to measure, the description of the scale, how it was developed, evidence of the scale's validity, and the actual items in the final scale.

Chapter 1: Introduction

Chapter 2: Traits and Individual Difference Variables
* Scales Related to Interpersonal Orientation, Needs/Preferences, and Self-Concept
* Scales Related to Consumer Compulsiveness and Impulsiveness
* Scales Related to Country Image and Affiliation
* Scales Related to Consumer Opinion Leadership and Opinion Seeking
* Scales Related to Innovativeness
* Scales Related to Consumer Social Influence

Chapter 3: Values
* General Values
* Values Related to Environmentalism and Social Responsible Consumption
* Values Related to Materialism and Possessions/Objects

Chapter 4: Involvement, Information Processing, and Price Perceptions
* Involvement With a Specific Class of Products
* Involvement General to Several Product Classes
* Purchasing Involvement
* Scales Related to Information Processing
- Optimal Stimulation Measures
- Scales Related to Consumer Responses/Styles in the Marketplace
- Scales Related to Time Usage and Household Roles
- Scales Related to Pricing Perceptions

Chapter 5: Reactions to Advertising Stimuli
* Measures Related to Ad Emotions and Ad Content
* Measures Related to Ad Believability/Credibility
* Measures Related to Children's Advertising

Chapter 6: Attitudes About the Performance of Business Firms, Satisfaction and Post-Purchase Behavior, Social Agencies, and the Marketplace
* Consumer Attitudes Toward Business Practices and Marketing
* Scales Related to Post-Purchase Behavior: Consumer Discontent
* Business Ethics
* Business Attitudes Toward the Marketplace

Chapter 7: Sales, Sales Management, Organizational Behavior, and Interfirm-Intrafirm Issues
* Sales, Sales Management, and Organizational Behavior Issues
- Job Satisfaction Measures
- Role Perceptions/Conflict
- Job Burnout/Tension
- Performance Measures
- Control and Leadership
- Organizational Commitment
- Sales/Selling Approaches
* Inter-/Intrafirm Issues of Influence and Power
* Other Measures Related to Interfirm Issues

1 of 2 people found the following review helpful:

5.0 out of 5 stars Must-have reference for Market Researchers, April 20, 2009

By 

Kathryn Korostoff - See all my reviews

This review is from: Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research) (Hardcover)

I have been using this book, in various editions, for years. If you design questionnaires you must have this book. The scales are fantastic and the explanation of how they have been validated extremely useful.