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.
confidence
How much a person is sociable and talkative is measured with six, seven-point Likert-type items.
With four items, the scale measures the extent to which a person believes that his/her decisions involving a particular domain of information are made well and easy to make.
The extent to which a person believes he/she has what it takes to make wise financial decisions, especially with respect to investments, is measured with five, seven-point Likert-type items.
This scale uses five, seven-point items to measure a person’s belief in his/her ability to operate manual and automatic transmission automobiles. (Two items refer to driving a manual transmission vehicle while the other three items are relevant for either type.)
Six, seven-point Likert-type items are used to measure a type of psychological empowerment in which a person believes his/her actions make a positive difference in another person’s life.
A person’s belief that he/she was able to get others to do what was wanted in a certain situation is measured with six, seven-point Likert-type items.
How much something is believed to be characterized by traits such as skillfulness, capability, and efficiency is measured with six, seven-point uni-polar items. The scale is general in the sense that it has been used with respect to both individuals and organizations.
With eight, seven-point Likert-type items, the scale measures a person’s confidence in his/her capability to overcome challenges and perform tasks effectively in a wide variety of situations.
Four, seven-point Likert items are used to measure the degree of confidence a person has in his/her capability to learn a particular task and competently perform it.
Five, nine-point Likert-type items compose the scale and measure a person’s confidence that one will successfully manage his/her health by engaging in a certain activity. (The activity can be specified by the researcher.)
