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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

task

Three items are used in this scale to measure how well a person judges his/her performance to have been of a recently completed task.

The extent to which a person expresses the ability to regulate his/her engagement in an activity is measured using four, seven-point items.

The basis on which a person thinks a decision was made is measured in this five-item, seven-point scale. Essentially, the scale attempts to measure the relative roles played by affect and cognition in a particular decision a person has made.

This four-item, seven-point, Likert-type scale is used to measure the degree of care used by a respondent when completing a questionnaire so as to provide answers that accurately reflect his/her feelings and opinions.

Four, seven-point semantic differentials are used to measure the level of involvement a subject reports with regard to an experimental exercise that he/she has just engaged in. The exercise studied by Swinyard (1993) was a retail shopping experience.

The five-item, seven-point scale assesses a research subject's interest in and concern about the task he/she performed as part of a study.

The four-item, seven-point ratings scale is used to measure the degree of involvement a person reports having with a particular decision-making activity.

A three-item, nine-point summated ratings scale is used to measure a person's perception of the relative quality of a choice decision that was made with an electronic decision aid versus a choice made with the same information printed on paper but with the brands listed in random order.

A three-item, nine-point summated ratings scale is used to measure a person's perception of the relative difficulty involved in making a choice decision using an electronic decision aid versus a choice made with the same information printed on paper but with the brands listed in random order.

A five-item, seven-point Likert-type scale is used to measure the cognitive resources such as attention and concentration a person reports bringing to bear on a recently completed consumption-related choice activity.