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.
relationships
The degree of compatibility a person believes he/she has with a “partner” regarding brand preferences is measured with three, seven-point items.
The degree to which a customer believes a service provider is the best is because it understands his/her needs better than the others. The scale is composed of three, seven-point Likert-type items.
Four, five-point Likert-type items measure a customer’s degree of commitment and loyalty. The scale is general in the sense that it can be easily adapted for use with a variety of business entities such as a company, brand, store, or website.
With three, seven-point Likert items, the scale measures how much a customer will return to receive service from a particular provider in the future. The items are phrased hypothetically but a very slight change in wording can make the scale relevant for use with an actual business relationship.
The extent to which a person would actively avoid interacting with others if he/she were in a certain physical environment is measured with three, seven-point items.
The belief that one’s parent(s) firmly directed the children while they were growing up and expected unquestioning obedience is measured with ten Likert items.
This scale uses ten Likert items to measure the degree to which a person believes that his/her parent(s) provided clear and firm direction for their kids while they were growing up but were reasonable and flexible as well.
The scale uses three, seven-point Likert items to measure the degree to which the feedback provided by a customer to a service provider is meant to show concern for the future of their relationship.
Three, seven-point Likert items are used to measure the degree to which a person indicates having a social connection with a particular person in the past.
With six, seven-point Likert-type items, the scale measures a consumer’s belief that the relationship he/she has with a service firm is based on the fulfillment of specified and quantifiable obligations in the short term.
