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Scale Reviews

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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


With four, seven-point Likert-type items, this scale measures a person's belief that a company is capable of creating original and interesting new products.

The scale has three, seven-point Likert-type items that measure a person's belief that a particular company utilizes people in the product design process who are not completely free to produce new ideas but, instead, must conform to company rules and conventions.  There were two slightly different versions of the scale, one referring to "company designers" and the other referring to "users."

The scale uses three, seven-point items to measure a person's belief that a particular company gathers new product ideas from a group of people who are dissimilar in various ways and generate ideas that are diverse as well.

With three, seven-point Likert-type items, this scale measures a person's belief that a particular company selects from a large number of ideas provided by a lot of people when developing new products.

The scale is composed of three, seven-point Likert-type statements measuring the degree to which a consumer has a positive attitude toward the company that makes a product featured in an ad the consumer has been exposed to. The emphasis is on the company's status with regard to societal obligations, thus, the scale was called corporate citizenship by Dean (1999).

The scale is used to assess a person's attitude about the quality of manufactured products. Given the nature of the items, the scale would be most appropriate for goods that are the result of factory production rather than services or agricultural products.

The five-item, seven-point scale measures a person's attitude toward a company with an emphasis on the favorability of beliefs the person has about the company with regard to a range of business abilities. The scale was called company evaluation by Sen and Bhattacharya (2001).

These four items are intended to measure the credibility of a product's manufacturer and the confidence the manufacturer appears to have in the product being advertised.