Abstract
The use of multi-item scales reported in six marketing journals during the 1980s is analyzed. The analysis replicates some aspects of the Churchill and Peter (1984) study and extends the examination to issues not reviewed previously in marketing. The database for the study is unique in that it attempts to incorporate every instance of scale usage from the defined domain. Among the findings is that the use of multi-item scales increased substantially during the 1980s but the reliability of those scales was not different from earlier periods. A majority of scales have their origins in marketing and nearly half of all scales were used to measure consumer behavior constructs.
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He is Director of the Office of Scale Research and has written theMarketing Scales Handbook along with Dr. Hensel. His research has been published in theJournal of the Academy of Marketing Science, Journal of Marketing, Journal of Retailing, Journal of Marketing Education, and many other journals and conference proceedings.
His research has emphasized measurement and advertising issues as well as ethical and social issues. He has published in journals such as theJournal of the Academy of Marketing Science, Journal of Advertising, Journal of Health Care Marketing, andJournal of Business Ethics. He also co-authored theMarketing Scales Handbook with Dr. Bruner.
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Bruner, G.C., Hensel, P.J. Multi-item scale usage in marketing journals: 1980 to 1989. JAMS 21, 339–344 (1993). https://doi.org/10.1007/BF02894526
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DOI: https://doi.org/10.1007/BF02894526