Marketing Scales Handbook Overview
In this initial video, the Marketing Scales Handbook (Volume 5) is demonstrated by the author, Dr. Gordon C. Bruner II (Professor of Marketing, Southern Illinois University). Dr. Bruner discusses some of the things that can be done with the book, in particular, how to quickly locate measures of interest from the hundreds of scales reviewed. The Table of Contents, the Subject Index, and the keyword search function are featured. Although this video was made with reference to Volume 5, most of the information is relevant to Volume 6 as well.
THREE ADDITIONAL VIDEOS FOLLOW