Marketing Scales Handbooks

THE MARKETING SCALES HANDBOOKs

The first three volumes of the MARKETING SCALES HANDBOOKs were published by the American Marketing Association. V1 was published in 1992 and was the first of its kind in the field of marketing. It contained descriptions of 588 different multi-item scales that were used in published marketing research during the 1980s. V2 was released in 1996 and complemented V1 by focusing on scales published in the early 1990s, after the period covered by V1. V3 was published in 2001 and was a massive 1600 pages in length covering 941 different scales. It concentrated on scales published from 1994 to 1997 and was the last volume to have a section devoted to scales used in organizational research. V4 was published by Thomson in 2005 and had 654 scales related to consumer and/or advertising constructs published between 1998 and 2001. The most recent book, V5, was released in 2009. It has 716 consumer- and advertising-related scales that came from scholarly articles published between 2002 and 2005.

By clicking on a volume (at the left) you can get a more detailed description of each publication. A Table of Contents is provided for each book as are some sample scale descriptions.

V5 is the only volume available at this time. It is an “e-book” (in pdf form) and can be found at the Marketing Scales site. The earlier volumes are out of print and are difficult to find. Fortunately, the reviews contained in those books can now be found in the database at Marketing Scales.

Until recently, no more books were planned. However, V6 is now in development and should be available in the summer of 2012. It will be very similar in style to V5 in that it will only be available as an e-book. It will cover the four years of scales that were published after the period covered by V5. See News at the Marketing Scales website as well as this site for further details as they are released.

Office of Scale Research