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.
mobile
The scale is composed of four, seven-point Likert-type statements intended to measure the degree to which a person believes that using a mobile device for purchases and financial activities (banking, investments) is an efficient use of time compared to other means of doing it.
This scale uses three, seven-point Likert-type statements to measure a person's attitude regarding the degree to which a fit is perceived between one's service-related needs and use of the mobile medium to satisfy them.
A person's attitude regarding the extent of control he/she has over "transactions" conducted on a mobile device is measured with four, seven-point Likert-type statements. As used by Kleijnen, de Ruyter, and Wetzels (2007), the scale related to banking and brokerage activities but the items appear to be amenable for use with a wider range of negotiations and purchases.
This three-item, seven-point Likert-type scale is intended to measure the extent to which a consumer is dissatisfied with his/her decision in the past to respond to mobile advertising, with the emphasis being on regret for sending personal information to the advertisers.
The scale has three, seven-point Likert-type statements and measures a person's reasons for using the Internet with an emphasis on the ease with which it can be used.
