Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
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.
Four, seven-point items measure a person’s motivation to deal with a problematic situation by mentally restructuring the issue and taking action to make the situation better.
A person’s stated plan to engage in behaviors that are commonly suggested for helping to protect one’s self from contracting the COVID virus is measured with three, seven-point Likert-type items. The items can be used with respect many types of contagious respiratory illnesses.
The extent to which a person is obsessively thinking about a particular food that has been eaten is measured with four, nine-point Likert-type items.
With six items, the scale measures the belief in one's capacity to initiate and sustain actions as well as to generate pathways in order to reach goals.
How much a person has recommended a particular real estate agent to others is measured with five, five-point items.
How much effort is expected by a person in order to refer a friend to a particular entity (opportunity, service, organization) is measured with three, seven-point unipolar items.
Five, seven-point items are used to measure the extent to which a consumer is actively considering what to do with a particular new product in order to achieve positive outcomes and avoid negative ones.
The degree of loyalty a customer has to a particular agent, even if the agent moved to another company in the same industry, is measured with three, five-point items.
A person’s expressed probability of traveling to a particular foreign country as a tourist is measured with three, seven-point items.
