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Testimonial

I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

difficulty

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

With three, seven-point items, the scale measures how difficult a person believes it would be for him/her to make a particular choice.

With three, seven-point Likert-type items, the scale measures how much a shopper believes that a store’s layout and arrangement of shelves make it difficult to find desired products.

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.

A person’s beliefs about the degree to which he/she is prone to changing attitudes or having them changed is measured with sixteen, seven-point Likert-type items. 

Three, seven-point Likert-type items are used to measure how easy and understandable a person believes a particular in-store shopping technology would be to use.  As currently phrased, the items are stated hypothetically because the respondent has only read about the technology.  The sentences could be easily changed to measure a shopper’s actual experience with the technology.

This Likert scale measures a person’s admission that he/she was easily influenced by the message in a particular ad and had difficulty resisting it.  A seven- and a four-item version are discussed.  Although the scale was made for use with ads, it can be easily modified for use with other types of presentations such as political speeches, religious sermons, educational lectures, movies, etc.

Six, seven-point semantic differentials measure the ease with which some particular written information was read and processed.  

The scale uses three, five-point Likert-type items to measure the degree to which a customer believes activities relating to the purchasing process at a particular website are easily accomplished.

The degree to which a person reports being able to “see” in his/her mind a particular object or action is measured with three, seven-point Likert-type items.