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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

perception

The Likert scale has eight, five-point items that measure how much a person has had an experience in a virtual environment which allowed interaction with a simulated representation of a product.

With three, seven-point items, the scale measures the degree to which a person was daydreaming or thinking about other things during a particular task.

Six, seven-point semantic differentials measure the ease with which some particular written information was read and processed.  

The degree to which a person reports being able to “see” in his/her mind a particular object or action is measured with three, seven-point Likert-type items.

Using four, nine-point items, the scale measures the degree to which a consumer considers a retailer to be close and tangible rather than distant and abstract.  As an example of the construct, a retailer that only has a website would likely be viewed by consumers as more psychologically distant than a brick-and-mortar store that is physically close to them.

Six, seven-point Likert-type items are used to measure how well organized and easy to understand an ad is which a person has seen.

The extent to which a person believes that an object weighs little is measured in this scale with three, seven-point Likert-type items.

The degree to which a person reports being involved in and stimulated by a particular stimulus is measured with four, nine-point uni-polar items.

The scale has four, seven-point semantic differentials that are intended to measure the visual clarity and intensity of a particular advertisement.

This three item, seven point scale measures the extent to which a person had difficulty distinguishing product relevant information from background graphics in a particular advertisement. As written, the scale is most suited for a print ad.