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In this installment of the series, Dr. Bruner focuses on reliability and validity. He briefly describes how these characteristics of psychometric s...

In this second video of a series, Dr. Bruner (the author of the Marketing Scales Handbook), discusses what to do when there are several alternative...

Volume 5 of the Marketing Scales Handbook contains reviews of over 700 multi-item measurement scales. This screen capture video by Dr. Bruner (the ...

The Marketing Scales Handbook is demonstrated by the author, Dr. Gordon C. Bruner II (Professor of Marketing, Southern Illinois University). This i...