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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

complexity

The scale is composed of three, seven-point Likert-type items that measure how much a person believes that a particular object looks complex.   

How complex and time-consuming a task is considered to be is measured with three, seven-point Likert items.

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.

Five semantic differentials are used in the scale to assess how cognitively and time demanding a customer considers a particular price format to be.

Three statements are used to measure a person’s opinion of the degree of complexity in an assortment of some object due to the number of options available.

Five items are used to measure how ambiguous and chaotic a visual stimulus with multiple parts appears to be.

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

The scale uses three, nine-point Likert-type items to measure how complicated a person believes a certain task was that involved some degree of mathematical computation.

With three, seven-point unipolar items, this scale measures how challenging a task or process is considered to be.

The problem a consumer has distinguishing between brands in a product category and choosing one of them is measured in this scale using three, seven-point Likert-type items.