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.
satisfaction
Three, five-point Likert-type items are used in this scale to measure a customer’s overall attitude toward the design of a particular retailer’s website.
A customer’s overall attitude toward the order fulfillment dimension of a particular retailer’s website is measured with three, five-point Likert-type items.
The scale has four, seven-point items that measure a consumer’s relative level of familiarity with a product category as well as a good understanding of the attributes that will provide satisfaction.
With four, nine-point items in a semantic differential format, the scale purports to measure a person’s emotional response from doing “good,” such as charitable giving and other prosocial behavior.
A customer’s beliefs regarding the anticipated quality of a company’s branded goods or services (before he/she has experienced the product) is measured with three, ten-point items.
The five, nine-point, Likert-type scale measures how much a person expresses satisfaction with his/her relationship with a person as a result of a gift that person has given.
The scale has four, seven-point Likert-type items that measure how much a customer enjoys the relationship with a particular salesperson and believes he/she provides extra service in order to improve the relationship.
The scale has three, seven-point Likert-type items that measure the degree to which a person is not pleased with the features he/she choose while customizing a product and would feel better if given the chance to change them.
Four, seven-point Likert-type items are used to measure the degree to which a person feels good about the way he/she customized a product for him/herself and would make the same decision again.
The scale uses eight, seven-point Likert-type items to measure a fan’s attitude about a particular sports team. The emphasis is on the team’s high standards and its efforts to please loyal fans.
