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.
personality
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
How much a person feels that he/she is different from other people is measured with three, seven-point Likert-type items.
How much a person views him/herself as sympathetic and concerned about others is measured with three, seven-point Likert-type items.
Three, seven-point Likert-type items measure how much a person describes him/herself as talkative and gregarious.
With three, seven-point Likert-type items, the scale measures the degree to which a person believes he/she is imaginative and interested in abstract ideas.
With eight, six-point Likert-type items, the scale measures how much at a particular moment in time one’s motivation is to be around people and situations in which he/she has high certainty of what to expect.
This three item, seven-point Likert-type scale measures the degree to which a customer gets bored always buying the same brands and, because of that, is motivated to shop for different brands.
How much a person is sociable and talkative is measured with six, seven-point Likert-type items.
The scale uses three, seven-point items to measure a person’s preference for normality and routine in his/her life rather than change.
Nine, four-point items are used to measure how much a person engages in self-examination and introspection.
