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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

relevance

How much a person feels that his/her life is meaningful and has some effect on the world is measured with three, seven-point items.

Four, seven-point Likert-type items are used to measure the degree to which a person believes a particular advertisement addressed concerns about a product that was important to him/her.

Using three, seven-point items, the scale measures how important a product feature is to a consumer’s evaluation of a particular product and the decision about it.

Three, seven-point items are used to measure how much a person is motivated and feels “right” about his/her reactions to some stimulus.

The level of excitement and satisfaction a person believes he/she would feel if receiving a particular gift certificate is measured with four, ten-point items.

Three statements with a nine-point response format are used to measure how important and meaningful a slogan is to a person.

Four, seven-point Likert-type items measure the degree to which a product or brand is considered by a consumer to be appropriate and useful to him/herself.

With four, seven-point Likert-type items, the scale measures a person’s belief that a specific set or type of ads will be personally worthwhile and of interest.

With four, seven-point Likert-type items, the scale measures the degree to which a particular advertisement is believed by a person to be appropriate and useful to him/herself.

How much a person likes a particular gift is measured with four, seven-point items.