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.
decision-making
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.
The scale is composed of four, seven-point semantic differentials that measure how much a person viewed the goal of a particular choice he/she made being gratification seeking rather than avoiding indulgence.
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 Likert-type items are used to measure the degree to which a person would make a different choice if possible given an outcome that has occurred to a decision he/she made.
Within a particular social network, the degree of concern a person has about following others and the riskiness of doing so is measured with six, seven-point items.
Five, six-point items are used to measure the extent to which a person describes his/her faith (unspecified) as providing meaning to life and affecting aspects of how he/she lives.
