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.
awareness
The scale has three, seven-point items that measure a person’s tendency to notice and attend to his/her emotions and changing moods.
With three, seven-point Likert-type items, the scale measures the degree to which a person believes that a particular advertisement has been aimed at him/her due to some behavior or characteristic inferred by the advertiser.
Using four, seven-point Likert-type items, the scale measures to what degree a participant in a research project believes that her/she knows what is being studied, with an emphasis on awareness of the hypotheses being tested.
A person’s belief that his/her statements regarding some issue will remain private rather than made public is measured using four, seven-point Likert-type items.
The degree of familiarity with something such as an object or topic is measured with three, seven-point bi-polar adjectives. The items themselves are extremely flexible for use in a variety of contexts and it is up to the instructions provided with them to specify whose knowledge about what is being assessed.
Four, seven-point Likert-type items compose the scale and measure the level of positive conversation a person is aware of regarding a particular brand. Although one item refers to media coverage, the emphasis in two of the items is specifically about what friends are saying.
The extent to which a person focuses on his/her personal thoughts and feelings is measured with three statements. Given the way the statements are currently phrased, the scale is more a state than a trait measure.
The scale uses three items to measure the degree to which a person is very sensitive of his/her contextual environment. Given the way the statements are currently phrased, the scale is more a state vs. trait measure.
Seven, five-point items are used to measure a personality trait having to do with the amount of attention given to one's health and to monitoring any changes.
How familiar a consumer is with the improvements made in a brand over some specified time period and his/her approval of the changes is measured with three, seven-point Likert-type items.
