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.
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.
