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
Three, seven-point items are used to measure one's self-expressed level of understanding of a particular investment, especially how it functions in saving money, and one's comfort in choosing to invest in it.
A person's self-confidence in his/her ability to open e-mail messages if so desired is measured using five items.
How easily a person is able to convert an amount of money in an unfamiliar currency to an equivalent amount in a familiar currency is measured in this scale using four, seven-point semantic differentials.
Three semantic differentials are used in this scale to measure ones self-expressed level of skill and competence with respect to playing video games.
Three, nine-point items are used to measure the degree to which a person believes that a sensory experience with a product from a category would provide him/her with a better understanding of the different types within the category. To be clear, this scale focuses on the differences between product types across a category (breadth) rather than the similarity within one type of product (depth).
How much a person anticipates that his/her sensory experience with a product would familiarize him/her with the common aspects of products of that type is measured with three, nine-point items. To be clear, this scale is intended to measure the similarity within one type of a product (the person's preferred type) rather than measuring the differences between types across a category.
The scale uses seven-point semantic-differentials to measure a consumer's opinion of his/her familiarity with and expertise in buying products within a certain category.
A person's self-expressed level of understanding a particular object (topic, product, company, et cetera) is measured in the scale with three, seven-point items.
With three, nine-point items, the scale measures how much a person anticipates that some particular experiences would help him/her be more certain of preferences with regard to a certain product category. The scale was made to be used with sensory-related experiences but might be flexible enough for use in other contexts as well.
The scale uses three, nine-point items to measure how much a person expects that some particular experiences would enhance his/her sociability, at least when it comes to interacting with others with respect to a certain topic. The scale was made to be used with sensory-related experiences but might be flexible enough for use in other contexts as well.
