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
The seven-point Likert-type scale has three items that measure the degree to which a person believes there would be a negative impact on the achievement of his/her long-term goals if money was drawn from savings that was set aside.
The scale is composed of four, nine-point Likert-type items that measure a consumer’s belief that a particular retailer is quality conscious and the products it sells are well made.
The degree to which a person believes a particular retailer could be reliable and depended upon is measured with four, nine-point Likert-type items.
The scale uses three, five-point Likert-type items to measure the extent to which a consumer believes a brand is on sale a lot and not expensive.
Using three, seven-point uni-polar items, the scale measures how much a person believes one brand is closely related in some way to another brand. In particular, the scale and its corresponding stem (question) were developed for use when comparing the fit between a brand associated with a product and a brand name associated with a charity.
How much a person believes that literacy skills are important and that low-income families need help developing those skills is measured with six, seven-point Likert-type items.
A person’s beliefs regarding the need for careful usage of pesticides in the home are measured with three, seven-point Likert-type items.
The scale uses three, seven-point Likert-type items to measure a person’s belief that everyone could experience a house fire and, if it occurs, smoke detectors can reduce the damage.
The belief that a particular portion of food is sufficient for satisfying one’s appetite in a particular context or for part of a meal is measured with three, nine-point items.
Using three, nine-point items, the scale measures how much a consumer believes that a particular sales-related deal is so good that he/she is likely to purchase the product.
