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
A five-item, five-point scale is used to measure the importance a consumer places on objective, functional, and economic issues before buying products. This was referred to as economic motivations for consumption by Moschis (1978, 1981) and Carlson and Grossbart (1988; Grossbart, Carlson, and Walsh 1991).
A three-item scale is used to measure the relative preference a consumer has between two competing brands of a product.
A six-item, seven-point Likert-type scale is used to measure the degree to which a person who has just gone through an experience with other people describes feeling closer to them because of the events and activities they shared. Arnould and Price (1993) referred to the construct measured as communitas.
A seven-point Likert-like scale is used to measure a person's beliefs regarding a particular brand of audio player. Muehling, Laczniak, and Stoltman (1991) referred to this measure as cognitive structure index and used it to examine a fictitious brand of cassette player.
A four-item, seven-point semantic differential scale is used to measure how a person feels about attempting to lose weight during the upcoming week.
A four-item, seven-point semantic differential scale is used to measure the value-related aspects of a consumer's attitude toward some specific product.
The three-item, seven-point scale attempts to assess a person's stated likelihood of getting a diagnostic blood test in the future.
This four-item, eight-point scale is used to measure a consumer's attitude toward some new product concept.
A seven-item, seven-point semantic differential is used to measure a consumer's evaluation of a product in mostly utilitarian terms.
A three-item, six-point Likert-type scale is used to measure a consumer's attitude toward the social benefits of complaining after a dissatisfying transaction has occurred.
