Customer Reviews

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

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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.

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

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.