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Testimonial

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

behavioral

A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

The degree to which a person focused his/her attention on something specific (stated in the items) is measured with three questions and a ten-point response scale.

Three items are used to measure how much a person is concerned about his/her body weight and, because of that, diets frequently.

The extent to which a consumer has focused on constraining his/her spending in a particular context is measured with three, seven-point questions.  The purchase context is not explicitly stated in the items and must be stated elsewhere.

The scale measures how much a person is formally involved in a specific company’s customer participation process and follows the rules and procedures.  Three, five-point items compose the scale.

How much a person experiences physical discomfort in three specified parts of the body at a point in time is measured with a seven-point response format.

The scale uses three, seven-point items to measure the degree to which a person believes that an unspecified “external force” is pushing him/her forward.

The scale measures a person’s willingness to visit a particular community and be involved with it.

Four, seven-point items are used to measure a person’s belief that he/she can successfully cope with unexpected financial situations.

With ten, seven-point items, the scale measures a person’s confidence that he/she can successfully find solutions to most problems that are encountered.