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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

inculcation

The scale is composed of four, seven-point statements measuring beliefs about promotion and product quality issues that have been communicated in some way from a parent to a child. Two versions of the scale are presented (below). One has to do with the frequency with which these beliefs have been communicated by the parents. The other focuses on the degree of influence the parent's opinions have had on the child.

The scale is composed of four, seven-point statements measuring preferences at the brand, store, and company levels that have been communicated in some way from a parent to a child. Two versions of the scale are presented (below). One has to do with the frequency with which these preferences have been communicated by the parents. The other focuses on the level of influence the parent's opinions have had on the child.

Four, seven-point items are used to measure a child's beliefs about various aspects of "proper" consumer behavior (paying bills, decision-making, purchasing) that have been communicated in some way by a parent. Two versions of the scale are presented (below). One has to do with the frequency with which these skills have been communicated by the parents. The other focuses on the degree of influence parent's opinions have had on the child.