Course Outline Class Schedule Research Project Grading Policies and Procedures Course Software Downloads Back to the Marketing Page

Prof. Scott M. Smith   634 TNRB, Brigham Young University,   Provo, UT 84602      801.422.5569       smsmith@byu.edu

Texts and Readings

We will be using SPSS and Microsoft Excel, as well as assorted readings. The formal text assigned is

Smith, S. and G. Albaum, Fundamentals of Marketing Research, Sage Pubications 2005.

Multiple readings from the Library, including the following list, are suggested.

Some Books on the Topic Area:

 A variety of texts are recommended for reading. Some of these texts may be purchased and many supporting sources are available online.

Improving Survey Questions: Design and Evaluation (Applied Social Research Methods Series, Vol 38) -- by Floyd J. Fowler Jr., Floyd J. Fowler; Paperback Price: $29.95

Survey Questions: Handcrafting the Standardized Questionnaire -- by Jean M. Converse, Stanley Presser; Paperback Price: $14.95

Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research Series) by William O. Bearden, Richard G. Netemeyer (Hardcover - December 1998) Hardback Price: $79.95

Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research by William O. Bearden, et al
Out of Print--Limited Availability Used & new from $102.05


Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research Series) by William O. Bearden, Richard G. Netemeyer (Hardcover - December 1998) Usually ships in 2 to 3 weeks $79.95

Marketing Scales Handbook: A Compilation of Multi-Item Measures, Vol. 1 by Gordon C. Bruner, Paul J. Hensel (Hardcover - November 1992)
Hardcover List Price: $149.95
http://ecommerce.ama.org/bookstore/

Marketing Scales Handbook: A Compilation of Multi-Item Measures, Vol. III by Gordon C. Bruner (Editor), et al (Hardcover) Special Order List Price: $189.95
http://ecommerce.ama.org/bookstore/

Marketing Scales Handbook by Gordon C. Bruner, Paul J. Hensel
Out of Print--Limited Availability http://ecommerce.ama.org/bookstore/

There are many other survey books available on Amazon.com

On-Line Readings:
 SurveyZ.com Online Question Library and Tutorials
http://www.surveyz.com

Val Larsen, James Madison Univ. Course Materials
http://cob.jmu.edu/larsenwv/scales.htm


Gordon C. Bruner, Southern Illinois University, Course Materials http://www.siu.edu/departments/coba/mktg/osr/

Many other readings on Scale Construction and sample scales are available online. Locate them with a Google Search.