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.
irritation
Three, seven-point semantic differentials are used to measure how much of a problem a customer believes a particular service failure is, was, or could be.
Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company. The scale stem implies that the person is taking punitive action because of something the company has done.
Using three, four-point items, the scale measures how often a person has negative thoughts about commercials. The scale was made for use by children.
Six, eleven-point unit-polar items are used to measure how soft and pleasing an object is judged to be. The scale appears to most useful when measuring a sensation associated with the sense of touch.
The scale uses three, five-point Likert-type items to measure the degree to which a customer believes that employees of a business engaged in behaviors that infringed on one’s space and activities in the establishment.
Using three, five-point Likert-type items, the scale measures the degree to which a customer felt pressure from the employees of a retail establishment to quickly make a decision and finish activity there.
The scale has seven, seven-point Likert-type items that measure the degree to which a consumer is motivated to resist a specific object, such as an ad, that is believed to have been forced upon him/her. The emphasis is on the impropriety of the object rather than how much it limits one’s decision-making freedom.
The degree to which a person has negative beliefs about advertising in general is measured with five, five-point Likert-type items.
How easy and enjoyable a person believes a task to be is measured with three, nine-point bi-polar adjectives.
This scale uses four, seven-point items to measure the degree to which a person believes that an e-mail message he/she has received from a company is annoying and confusing.
