Measuring Readability Levels of Undergraduate Marketing Textbooks Journal Article uri icon



  • Five to seven well-known textbooks for marketing principles, marketing management, marketing research, and consumer behavior were evaluated by four readability measures. Most textbooks for the marketing principles and marketing management courses were written at the general understanding level of the average student at which the course is taken. Most of the marketing research and consumer behavior texts were written at a comprehension level above the normal grade level at which they are used. Two readability measures, the Fog Index and Flesch Reading Ease, are recommended for use in evaluating readability levels of similar written material.

publication date

  • December 1, 1985

has restriction

  • closed

Date in CU Experts

  • June 15, 2014 7:57 AM

Full Author List

  • Shuptrine FK; Lichtenstein DR

author count

  • 2

Other Profiles

International Standard Serial Number (ISSN)

  • 0273-4753

Electronic International Standard Serial Number (EISSN)

  • 1552-6550

Additional Document Info

start page

  • 38

end page

  • 45


  • 7


  • 3