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.
knowledge
Containing eight, five-point Likert-type items, the scale measures very basic beliefs and comprehension of what buyers and sellers do. The scale seems most relevant to use for those living in subsistence marketplaces. It may also be useful when studying what children understand about the market.
The scale is composed of five Likert-type statements that are used to measure one’s confidence in his/her ability to buy the “right” brand that will lead to a satisfying outcome.
One's attitude regarding his/her ability to accurately remember things he/she has experienced or known in the past is measured with four, seven-point items.
The scale uses three, seven-point items to measure the level of understanding a person believes he/she has of annuities.
The scale has three, seven-point items that measure how well a shopper believes that he/she was better informed than others for a particular purchase due to materials read as well as engaging in other research activities.
Three items are employed to measure how skilled a consumer believes him/herself to be in finding information, especially with respect to products.
Thirteen items are used to measure the level of objective knowledge a person has of basic financial concepts. An eight-item version is also discussed.
A person’s confidence in his/her ability to make good decisions is measured with six, five-point items.
With three sentences, the scale measures how useful a particular web page is considered to be.
Four, seven-point items are used to measure a person’s belief that he/she can successfully cope with unexpected financial situations.
