The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
drugs
Four questions and a seven-point response scale are used to measure how much a person believes the side effects of a medicinal drug are serious and threatening.
The scale is composed of four, seven-point items intended to measure person's interest in and likelihood of trying a particular prescription medication.
Three questions with a dichotomous response format (yes/no) are used in this scale to measure the extent to which a person reports that direct-to-consumer (DTC) advertising has influenced him/her to speak with a physician about the drug and/or his/her medical condition.
This three item, four-point Likert-type scale measures a person's beliefs regarding direct-to-consumer (DTC) advertising of prescription drugs. These beliefs could be considered perceptions of the benefits of DTC.
Eighteen, five-point summated rating scales are used to measure the potency of a person's overall negative emotional response to a stimulus to which he or she has been exposed. The stimulus used in the study by Schoenbachler and Whittler (1996) was an antidrug-related public service announcement.
Three, five-point, Likert-type statements are used to measure the extent to which a physician believes that pharmaceutical advertising has had a positive impact on the prescriptions he or she has subsequently written.
Five, five-point Likert-type statements are used to measure the attitude a physician has regarding the aiming of pharmaceutical advertising at consumers.
Four, five-point Likert-type statements are used to measure the attitude a person has regarding the aiming of pharmaceutical advertising at physicians.
Three, five-point Likert-type statements are used to measure the attitude a physician has about writing prescriptions for medications that have been specifically requested by patients.
Four, five-point Likert-type items are used to measure a person's perception of the probability of the occurrence of negative events related to drug usage. The intent of the measure is to assess the extent of a respondent's sense of immortality in the face of the potential negative consequences of drug usage.
