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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

importance

A four-item, five-point summated scale is used to measure the importance to a potential donor of the pressure tactics used by a charity in its fundraising activities. It was described by Harvey (1990) as the campaign intensity dimension of the fundraising ''product.''

An eight-item, five-point summated scale is used to measure the importance to a potential donor of a charity's support services that focus on preventing problems from developing. It was described by Harvey (1990) as the preventative/facilitative services dimension of the fundraising ''product.''

A seven-item, five-point summated scale is used to measure the importance to potential donors of the service a charity provides to the community. It was described by Harvey (1990) as the cause dimension of the fundraising ''product.''

A five-item, five-point scale is used to measure the importance a consumer places on objective, functional, and economic issues before buying products. This was referred to as economic motivations for consumption by Moschis (1978, 1981) and Carlson and Grossbart (1988; Grossbart, Carlson, and Walsh 1991).

Three, seven-point semantic-differentials are used to measure the degree to which one person (the participant) believes two other people are associated in some way.

The scale is composed of Likert-type statements that attempt to measure a consumer's interest in a product category. It also seems to measure a facet of self-concept in that the consumer believes decisions regarding the product category express something about one's self to others.

Three items are used in this scale to measure the importance placed by a consumer on information from websites in learning about a specified topic.

Four, seven-point Likert-type items are used to measure the degree of significance a consumer places on a good or service that was purchased.

This scale is composed of five, five-point Likert-type items that measure the importance a person places on a particular decision. The scale was called service importance by Tokman, Davis, and Lemon (2007) because they phrased the items to refer to the selection of a service provider.

The five item, seven-point Likert-type scale is intended to measure the value of various sources of information that could have been used when a recent decision was made. Since the items are summated, the relevance of any one source is not as important as what the items as a whole have in common.