{"product_id":"marketing-scales-handbook-multi-item-measures-for-consumer-insight-research-volume-8-paperback","title":"Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 8) - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eGordon C. Bruner  II\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eThe \u003cb\u003e\u003ci\u003eMarketing Scales Handbook\u003c\/i\u003e\u003c\/b\u003e series is the longest-running set of books that provide reviews of multi-item survey measures used in scholarly studies of consumer behavior. This volume picks up where Volume 7 ended and has reviews of 392 new 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, 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, stores, purchasing, emotions, and relationships. Other topics included this volume were less covered in the previous books and have to do with newer topics such as environmental issues, word-of-mouth activity, game-playing, fair trade, and co-production. The book is a valuable resource to researchers in a variety of fields who want tested and reliable measures for use in their studies of consumers or similar types of participants such as viewers, students, donors, or citizens. Many of the measures could also be used in organizational settings when studying employees or administrators. 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's contents to learn from the experts who have already crafted quality scales. By using better measures, accuracy is increased and should improve the decisions based upon the results.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003eDr. Bruner is the leader in compiling and reviewing multi-item survey measures used in scholarly studies of consumer behavior. Reviews can be found in the \u003cb\u003e\u003ci\u003eMarketing Scales Handbook\u003c\/i\u003e\u003c\/b\u003e series as well as in the repository at MarketingScales.com, the largest online source of such measures. Apart from publishing reviews of scales, Dr. Bruner's scholarly research has been published in the \u003cb\u003e\u003ci\u003eJournal of Marketing\u003c\/i\u003e\u003c\/b\u003e, the \u003cb\u003e\u003ci\u003eJournal of the Academy of Marketing Science\u003c\/i\u003e\u003c\/b\u003e, the \u003cb\u003e\u003ci\u003eJournal of Advertising Research\u003c\/i\u003e\u003c\/b\u003e, the \u003cb\u003e\u003ci\u003eJournal of Retailing\u003c\/i\u003e\u003c\/b\u003e, \u003cb\u003e\u003ci\u003ePsychology \u0026amp; Marketing\u003c\/i\u003e\u003c\/b\u003e, the \u003cb\u003e\u003ci\u003eJournal of Business Research\u003c\/i\u003e\u003c\/b\u003e, and many other journals.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 698\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 1.4 x 9.25 x 7.5 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e March 01, 2016\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":52312314937618,"sku":"9781530022007","price":44.51,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0941\/2211\/5346\/files\/RldTeG1naFVWRlJseEJNZnk1bTNaQT09.webp?v=1780066610","url":"https:\/\/ckbookstore.net\/products\/marketing-scales-handbook-multi-item-measures-for-consumer-insight-research-volume-8-paperback","provider":"CK BOOKSTORE","version":"1.0","type":"link"}