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Testimonial

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

behavioral

Three, seven-point items are used to measure the likelihood a consumer will avoid buying products that contain a specific chemical and, instead, will purchase a particular brand that does not have the chemical.

The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.

Four, seven-point Likert-type items measure a person’s usage of two media at the same time to perform one or more tasks.  To be clear, the scale focuses on what a person did in a particular situation rather than his/her tendency over time to multi-task.

A customer’s enjoyment of talking in various media about a particular brand is measured using four, five-point Likert-type items.

With four, five-point Likert-type items, the scale measures the degree to which a customer provides feedback to a company about his/her experiences brand’s products in order to help improve them or have new ones created.  The implication in the sentences is that this behavior is ongoing rather than a one-time event.

The degree to which a customer promotes and refers a brand to friends and relatives because of monetary incentives from the company is measured with four, five-point Likert-type items.

The subjective probability expressed by a consumer that indicates he/she would buy a particular product at its present price is measured with five, seven-point items.

This Likert scale has three, five-point items that measure how much a technological application helps a customer shopping at an online store be more effective and, in particular, better evaluate a product.

The scale is composed of four, seven-point semantic differentials that measure how much a person viewed the goal of a particular choice he/she made being gratification seeking rather than avoiding indulgence.

Four, five-point Likert-type items measure a customer’s degree of commitment and loyalty.  The scale is general in the sense that it can be easily adapted for use with a variety of business entities such as a company, brand, store, or website.