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.
irritation
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.
Three statements are used to measure the extent to which a customer believes that employees of a business engaged in behaviors that disturbed one’s activities in the establishment, with an emphasis on employee distractions near closing time.
