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Scale Reviews

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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.
Dr. Terry Childers
Iowa State University


Three, seven-point items are used to measure the perceived value of overall savings in the purchase of two particular products as a set at a certain price. Yadav and Monroe (1993) referred to the measure as total transaction value.

This five-item, seven-point Likert-type measure assesses a consumer's reported adeptness at and enjoyment of bargaining.

Three, eleven-point semantic differentials are used to measure the degree to which a consumer believes that a product being offered at a certain price would be a worthwhile purchase.

Three, nine-point Likert-type items are used to measure the degree to which a customer believes that great deals can be received on the products sold by a particular business.

The scale is composed of three, seven-point Likert-type statements attempting to assess a consumer's opinion of the prices charged by a certain store given the perceived quality of the products carried. Baker et al. (2002) referred to the scale as merchandise value perceptions.

Three, seven-point semantic differentials are used to measure a consumer's attitude toward the price of a product with an emphasis on the extent to which it is viewed as a good deal.

Four, seven-point Likert-type statements are used to measure a person's belief that the goods and services available from a particular vendor are a very good value given the prices charged for them. The scale was used by Harris and Goode (2004) with online stores but it appears to be appropriate for use with brick-and-mortar stores as well.

A consumer's attitude about a particular price-deal he/she has been exposed to is measured with Likert-type measures in this scale.

Three statements with a seven-point Likert-type response format are used to assess the degree to which a consumer is a bargain hunter and enjoys searching for good deals.

The scale is composed of five, five-point Likert-type statements measuring the extent to which a person expresses several beliefs that have to do with the ability of advertising (in general) to provide useful information.