The Marketing Scales Handbook is indispensable 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.
knowledge
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.
With ten, seven-point items, the scale measures a person’s confidence that he/she can successfully find solutions to most problems that are encountered.
This scale has three, seven-point Likert-type items that measure a consumer’s beliefs that he/she has insight into the characteristics, quality, and aesthetics of an object.
The extent to which a person believes he/she has what it takes to make wise financial decisions, especially with respect to investments, is measured with five, seven-point Likert-type items.
