Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
involvement
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
The scale measures how much a person is formally involved in a specific company’s customer participation process and follows the rules and procedures. Three, five-point items compose the scale.
Using four, seven-point items, the scale measures the degree to which a person believes that GOD gets directly involved in his/her life.
Using four, seven-point items, the scale measures the degree to which a person believes that GOD gets directly involved in his/her life.
The degree to which a participant in an experimental task reports being unable to concentrate and focus is measured with seven, ten-point Likert-type items.
The enjoyment a consumer experiences by being involved in programs offered by companies that give rewards for helping to recruit new customers is measured with three, seven-point Likert-type items. The sentences are phrased such that they make most sense for those who have participated in such programs.
The scale measures a person’s willingness to visit a particular community and be involved with it.
How much a person indicates he/she is in a romantic relationship is measured with three, seven-point items. The phrasing of items is such that the scale is most suited for measuring the romantic status of singles rather than people who are married.
The extent to which a consumer has an emotional bond and kinship with a particular brand is measured with three, nine-point Likert-type items.
Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with vlogger (video blogger) and considers that media personality as if he/she were a friend.
