Marketing Scales Handbook: Volume 8: Multi-Item Measures for Consumer Insight Research

The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item measures used in scholarly studies of consumer behavior. This volume picks up where Volume 7 ended and has new reviews of 392 scales that were reported in top marketing journal articles published in 2012 and 2013. Each review has information about a scale’s source, its psychometric quality, who has used it, and the questions/statements that compose the measure.

The bulk of the scales in Volume 8 have to do with topics typical to the series such as brands, advertising, shopping, affect, e-commerce, and health. Other topics in this volume were less covered in previous volumes and have to do with environmental issues, word-of-mouth activity, game-playing, fair trade, and co-production.

The book is a valuable resource for researchers in a variety of fields who want reliable measures for use in their studies of consumers or similar types of participants such as viewers, clients, patients, or citizens. Instead of using simplistic measures of dubious quality or, at the other extreme, having to build and refine sophisticated measures from scratch, researchers can use the book’s contents to build upon the work of the world's leading consumer behavior scientists. When a researcher uses better measures, the accuracy of results is increased and should improve the decisions based upon them.