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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


The degree of certainty a person has in the appropriateness of a particular choice in which one option was selected over another one (explicitly stated) is measured in this five-item Likert scale.

The degree to which a person is confident that his/her attitude toward an object is correct is measured in this scale with six, seven-point Likert-type items.

Using four, seven-point Likert-type items, the scale measures to what degree a participant in a research project believes that her/she knows what is being studied, with an emphasis on awareness of the hypotheses being tested.  

The importance of a person’s attitude about a particular object or topic and the certainty of his/her attitude is measured with five, seven-point items.

Three, nine-point items are used to measure the confidence in one’s ability to predict his/her future attitude toward some object.  To be clear, the scale measures a person’s certainty in his/her ability rather than the objective accuracy of the prediction.

With three, seven-point Likert-type items, the scale measures the degree to which a consumer is sure that buying a particular product is the correct decision.

With three, nine-point items, the scale measures how much a person anticipates that some particular experiences would help him/her be more certain of preferences with regard to a certain product category.  The scale was made to be used with sensory-related experiences but might be flexible enough for use in other contexts as well.

The level of exactitude a person believes was used in a particular advertising claim is measured with four, seven-point Likert-type items.

Five items are used to measure a consumer's attitude about and willingness to buy products from a particular company.  Given the hypothetical and temporal vagueness of the items, the construct being measured might also be referred to as attitude toward the act of purchasing.  The scale is somewhat unique in that the items do not share a common response format.

The strength with which a person holds a particular position about an object such as a product, company, or person, is measured in this scale with three, seven-point items. To be clear, the scale does not measure the attitude itself but rather one's confidence in the correctness of the attitude.