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.
choice
Five Likert-type items are used to measure the degree to which a person experiences a feeling of well-being with respect to a particular choice he/she has made. Two slightly different versions of the scale are provided: one that allows for comparison of two decision options and another version that focuses on just one option.
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.
With three, seven-point items, the scale measures how difficult a person believes it would be for him/her to make a particular choice.
The favorability of one brand compared to another is measured with three, nine-point questions.
The degree of difficulty a person expresses in choosing one brand from among several in a product category is measured with three, seven-point semantic differentials.
Using three, seven-point items, this scale measures how much a person feels uncertain about a choice he/she has made.
Three items are used to measure how much a person has a positive attitude toward a set of products and believes, as a whole, they are better than expected. As implied by one of the items, the person will choose one product from the set.
The extent to which a customer believes that a store carries too many options within a product category of interest is measured in this scale using three, seven-point Likert-type items.
The degree to which a person believes that a particular individual has the right to make his/her own purchase choices is measured with three, seven-point Likert-type items.
Using four, seven-point Likert-type items, the scale measures the degree to which a consumer believes that making a selection from a particular product category is difficult because of the uncertainty about choice is "right."
