The Marketing Scales Handbook is indispensable 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.
evaluation
The scale has three, seven-point semantic differentials that measure how pleasurable and delicious a certain food or beverage is considered to be. The scale is general in the sense that it is an overall measure rather than assessing a particular type of taste such as sweet, salty, spicy, etc.
Four, seven-point Likert-type items are used to measure how much a person believes that a particular review is reasonable and justified.
With three, seven-point items, the scale measures how appetizing and satisfying a person considers a food or beverage to have been that was tasted. The scale is general in the sense that it is an overall measure rather than assessing a particular type of taste such as sweet, salty, spicy, etc.
Composed of five questions and their respective seven-point responses, the scale measures the degree to which a person believes a particular advertisement is trustworthy and unbiased.
This scale has three, seven-point Likert-type items that measure a consumer’s beliefs that he/she has insight into the characteristics, quality, and aesthetics of an object.
Nine, four-point items are used to measure how much a person engages in self-examination and introspection.
In this scale, four, seven-point semantic differentials evaluate how positive or negative a person’s attitude is toward a brand name. A three-item version is also described.
The desirability of an object is measured with four brief statements and a seven-point Likert-scale. The scale is “general” in the sense that the statements are amenable for use with a wide variety of objects.
A person’s chronic motivation to critically evaluate alternatives in order to improve the quality of decisions that are made is measured with twelve, six-point Likert-type items.
The scale has three, seven-point Likert-type items that measure the degree to which a person redefined his/her role in a relationship due to some event. The event is not stated in the items themselves but should be made clear to respondents in the context of the study or the instructions.
