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Scale Reviews

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The Marketing Scales Handbook is indispensable 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


The scale is used to measure the degree to which a consumer perceives that a product is a good value for the money given that one knows its price. The measure was referred to as perceived value indicators by Dodds, Monroe, and Grewal (1991).

Three items are purported to measure the extent of sensitivity a consumer has to sale-promotion activity at a shopping center. Two of the items were answered using a five-point Likert-type scale. The response format for the third item was apparently open-ended, and answers of four or more were collapsed into one category, yielding a five-point scale (0 to 4).

This is a six-item, seven-point Likert-like scale measuring the perceived value of an offer consisting of a particular product for a particular price. The scale was used to study both calculators and typewriters.