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.
attitudes
This scale uses four, seven-point bi-polar adjectives to measure whether a person believes recycling is desirable and necessary or is unfavorable and not needed.
With three, seven-point Likert items, the scale measures how much a consumer likes the design of a product because it fits with his/her preferences.
With three, seven-point Likert-type items, the scale measures the degree to which a person believes an object or experience is closely associated with his/her identity.
The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.
This scale has four, seven-point Likert-type items that measure a person’s expectation that both his/her income and saving money will be better in the future compared to the present.
Three, seven-point Likert items are used to measure how visually attractive and appealing a product’s design is considered to be.
The degree to which a person thinks that an object, such as a product, expresses his/her personal uniqueness is measured with three, seven-point Likert items.
Three questions with a seven-point response format are used to measure how much difference a person believes there to be in the activities he/she has engaged in during a specific time period.
Four, five-point Likert-type items measure a customer's attitude toward his/her current and future purchases of the brand.
The efficacy and likelihood that a “treatment” will cure a “condition” are measured with five, nine-point questions. The particular treatment and condition are specified in the items.
