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Testimonial

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.
Dr. Terry Childers
Iowa State University

knowledge

This scale has four, seven-point Likert-type statements that measure a person's reported knowledge and confidence about the right over-the-counter drugs to buy for treatment of an ailment.

This is a Likert-type scale that measures a person's desire to understand how a product works. It was referred to as the Creativity/Curiosity component of the Use Innovativeness Index by Childers (1986) as well as Price and Ridgway (1983).

This is a two-item, five-point Likert-type scale measuring the number of times in the previous two years a customer recalls being exposed to mass media advertisements by his/her a particular company.

This is a two-item, six-point, Likert-type scale that measures a consumer's belief in his/her own shopping ability.

This four-item, five-point Likert-type scale is used in measuring the number of times in the previous two years that a customer recalls a personal source providing information that led to questioning the value of his/her insurance policy. The personal sources were individuals other than those working for the insurance company.

This two-item, seven-point semantic differential ratings scale is used in measuring the degree to which an object is perceived as being familiar. The objects evaluated by subjects in Hirschman's (1986) study were print ads.

This is a six-item, five-point scale measuring the number of times in the previous two years a customer recalls the mass media providing information that led to questioning the value of his/her insurance policy. The implication of this measure is that the information originates from sources other than the policy owner's insurance company.