Documentation on http://spark.apache.org/docs/latest/spark-standalone.html indicates:
You can start a standalone master server by executing:
the following configuration options can be passed to the master and worker:
-h HOST, --host HOST Hostname to listen on
The "-h" or "--host" parameter actually doesn't work with the start-master.sh script. Instead, one has to set the "SPARK_MASTER_IP" variable prior to executing the script.
Either the script or the documentation should be updated.