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.
gift
The five, nine-point, Likert-type scale measures how much a person expresses satisfaction with his/her relationship with a person as a result of a gift that person has given.
The scale has three, seven-point items that measure a person’s inclination to purchase a product from a particular store that will be given as a gift to a friend or family member. As currently phrased, the scale makes the most sense for use with a hypothetical scenario.
The level of excitement and satisfaction a person believes he/she would feel if receiving a particular gift certificate is measured with four, ten-point items.
Three, seven-point Likert-type items measure a consumer’s openness to the idea of purchasing a product by a company as a gift in a hypothetical situation. The product, the company, and for whom the gift is intended are not specified in the items themselves and must be provided elsewhere.
A person’s unease and apprehension about giving a particular product to a friend is measured in this scale using three, seven-point items.
How much a person likes a particular gift is measured with four, seven-point items.
