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.
satisfaction
This scale has three, seven-point Likert-type items that measure how much a customer of a specified store (online or not) was satisfied with the product (unspecified) most recently bought there.
How much a person reports feeling happy and content as opposed to sad and depressed at a particular point in time is measured with eight, seven-point uni-polar items.
Using eight, nine-point items, the scale measures the degree to which a person wants greater physical intimacy with a particular person, e.g., to touch, smell, see, hear.
Four, nine-point Likert-type items are used to measure the extent to which a consumer would buy a brand again despite having had a bad experience with it.
Four, seven-point Likert-type items are used to measure the degree to which a consumer expresses having an enjoyable experience with a purchased product he/has worked to create with the producer.
The degree to which a person is happy with a resort and pleased with his/her service experience there is measured with a seven-point Likert-type scale. Three slightly different versions are described. One directly measures satisfaction, another directly measures dissatisfaction, and the third one has greater emphasis on the service experience.
A customer’s belief that a service agent’s performance was good and, in fact, better than expected is measured with three, seven-point Likert-type items.
Four, five-point Likert-type items measure a customer's attitude toward his/her current and future purchases of the brand.
The scale has three, five-point Likert-type items that measure a person’s overall attitude toward the customer service dimension of a particular retailer’s website.
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.
