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.
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.
