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.
interaction
Six, seven-point Likert-type items are used to measure how much a customer feels some control over the interaction with a salesperson by actively participating in a discussion of goods and/or services appropriate for his/her needs.
The scale uses three, ten-point questions to measure the degree to which a person thought about how he/she looked compared to a particular person with whom he/she interacted.
Using three, 10 point questions, this scale measures the degree to which a person thought about how he/she was being evaluated by a particular person with whom he/she had interacted. In this case, “evaluation” is meant more in the sense of being “sized-up” or judged rather than formal testing or professional diagnosis.
This seven item, 10 point Likert-type scale measures a type of social anxiety that primarily occurs as a result of interacting with other people.
A customer’s opinion of the influence he/she had to negotiate the purchase price with a salesperson in a particular situation is measured with three, seven-point semantic differentials.
The scale has three, seven-point Likert-type items measuring a customer’s belief that a salesperson tried to relate to him/her as a person and discussed other things than just the purchase.
The scale uses three, nine-point items to measure how much a person expects that some particular experiences would enhance his/her sociability, at least when it comes to interacting with others with respect to a certain topic. The scale was made to be used with sensory-related experiences but might be flexible enough for use in other contexts as well.
The scale uses three statements to measure the degree to which a consumer likes Internet shopping sites to facilitate the connection of shoppers so they can share ideas and help each other. As currently phrased, the items are not specific to a particular website but rather to shopping sites in general.
How much a person views the interaction that occurred between him/herself and another person as being competitive and businesslike is measured using four, seven-point items.
The scale has three, seven-point Likert-type items intended to measure a person's positive reaction to another person's nonverbal expression of emotion.
