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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

investments

Four, seven-point items compose the scale and are used to measure how successful a company is expected to be in the future.

Using five, five-point Likert-type items, the scale measures the extent to which a consumer believes he/she has spent a lot of time and effort on a relationship with a current provider.

A person's knowledge of various typical consumer financial products is measured by asking ten questions.  It is considered an objective measure rather than a subjective one because each question has a correct answer rather than being a person's opinion of his/her knowledge level.

Three, seven-point items are used to measure one's self-expressed level of understanding of a particular investment, especially how it functions in saving money, and one's comfort in choosing to invest in it.

A person's self-expressed level of understanding a particular object (topic, product, company, et cetera) is measured in the scale with three, seven-point items.

A person's attitude regarding the amount of risk perceived to be associated with a particular investment is measured using three semantic differentials.

Three semantic differentials are used to measure a person's attitude regarding a particular investment, with an emphasis on how "good" it is considered to be.

The extent of a person's satisfaction with the performance of the stocks in his/her portfolio is measured with three, nine-point items.

Three, seven-point statements are used to measure the relative amount of time, effort, and money that appear to have been spent on the development of a website.

The scale is composed of four, seven-point statements that are intended to measure the degree to which a certain stimulus has focused a person's thoughts on others more than on self.