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.
quality
This five-item, six-point, Likert-type scale measures a consumer's attitude about shopping at local stores. It was referred to as negative attitude toward local shopping by Hawes and Lumpkin (1984) because items were scored such that higher scores implied more negative attitudes.
This is a five-item, three-point scale measuring a consumer's satisfaction with the pricing of a specified product.
This is a three-item, five-point semantic differential scale measuring a person's evaluation of a brand of shampoo.
