Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
attitudes
Four, five-point Likert-type items measure a customer's attitude toward his/her current and future purchases of the brand.
The scale has three, seven-point Likert items that measure how much a person expected to feel good if he/she scored many points in a game.
With four Likert-type statements, the scale measures how easy a consumer believes it was to compare the healthiness of some similar products by using the information available on their packages.
Five, nine-point Likert-type items compose the scale and measure a person’s confidence that one will successfully manage his/her health by engaging in a certain activity. (The activity can be specified by the researcher.)
Three, five-point Likert-type items are used in this scale to measure a customer’s overall attitude toward the design of a particular retailer’s website.
A customer’s overall attitude toward the order fulfillment dimension of a particular retailer’s website is measured with three, five-point Likert-type items.
The extent to which a person believes that he/she was able to control the level of privacy experienced in a particular situation is measured using four, seven-point, Likert-type items.
In this scale, four, seven-point semantic differentials evaluate how positive or negative a person’s attitude is toward a brand name. A three-item version is also described.
With three items, this scale measures a consumer’s belief that a brand expresses interest in being part of one’s life.
This three-item scale measures the belief that a brand is attempting to build a sense of closeness between itself and the consumer (the respondent).
