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Testimonial

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.
Dr. Terry Childers
Iowa State University

effectiveness

The efficacy and likelihood that a “treatment” will cure a “condition” are measured with five, nine-point questions.  The particular treatment and condition are specified in the items.

This scale uses four items and a seven-point Likert-type response format to measure the degree to which a person believes an advertising message is compelling and convincing.

The degree to which a person believes that a game has effectively communicated information about a particular featured product is measured with three, seven-point semantic differentials.   

Three, seven-point semantic-differentials are used to measure a food’s healthiness in terms of its effectiveness.  To be clear, the emphasis in this particular measure is not on the nutritiousness of the food but rather how well it helps one to stay physically fit.

How effective a person believes a particular anti-smoking message to be in terms of changing attitudes and behaviors is measured with three items.

With four, nine-point items, the scale measures a person’s belief that joining a particular fitness club will help reduce health risks.

How much a person feels that his/her life is meaningful and has some effect on the world is measured with three, seven-point items.

Using three, five-point Likert-type items, the scale measures a person’s attitude about the adequacy of the information provided at a particular website to meet his/her needs.

The degree to which a consumer believes that a specific object, person, or service improves his/her accomplishment of shopping-related activity is measured with four, seven-point, Likert-type items.

Five, nine-point semantic differentials are used in this scale to measure how much a person believes that a message was persuasive and changed what he/she thought about a topic.