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Testimonial

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.
Dr. Terry Childers
Iowa State University

importance

Three, five-point Likert-type items are used to measure the importance a customer places on having a personal relationship with a company employee.  The phrasing of the sentences implies the employee is a professional from whom one may seek advice and support.

The degree of importance a person places on being skinny and attractive is measured with three, seven-point items.

How much a person believes that a particular recommendation provided important and helpful information is measured with three, seven-point Likert-type items.  Since the recommendation is not identified in the items themselves, the scale appears to be suitable for a wide variety of situations.

With four items and a seven-point Likert-type response format, the scale measures the degree of concern a person has about tipping at a particular service-related retail establishment.  The scale is flexible for use in a variety of contexts in which tipping is relevant. 

The scale has four, five-point Likert-type items that measure how much a person believes that a particular task he/she engaged in strengthened what was personally important in life. 

How much a person feels his/her life is important and that he/she is essential to others is measured in this scale with five, nine-point items.

Using three Likert-type items, the scale measures how much a person is involved in a particular hobby and identifies with it, e.g., driving, baking, fishing.

Using three, seven-point Likert-type items, the scale measures how well one person knows a particular person and believes their relationship is important.

The scale has four, seven-point Likert-type items that measure how important and fun shopping is to a person, in general.

Five, seven-point items are used to measure how much effort a person put into a particular task as well as how relevant it was.