The Marketing Scales Handbook is indispensable 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.
decision-making
Three, ten-point items measure how much a consumer wants more detailed information about something because of the information’s usefulness.
Five, five-point items measure a person’s belief that, with respect to heterosexual couples, one gender tends to dominate food-related decisions while the other is more dependent.
With three, seven-point Likert-type items, the scale measures the extent to which a person actively participated in a particular decision-making process with another person and, afterward, felt accountable for the decision that was made.
How much a person prefers not to make decisions related to a certain domain is measured with three, 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.
Five, seven-point items are used to measure whether information about the stock level or the sales level of two comparable products is the better indicator for making a purchase decision.
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.
