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.
self
The scale has four, five-point Likert-type items that measure how much a person believes that a particular task he/she engaged in strengthened what was personally important in life.
How much a person feels his/her life is important and that he/she is essential to others is measured in this scale with five, nine-point items.
Nine, four-point items are used to measure how much a person engages in self-examination and introspection.
Four, seven-point Likert-type items are used to measure the degree to which a person has an overall respect of self and feeling of inherent value.
This five-item, seven-point Likert scale measures a person’s belief that his/her self-worth is based on performing better than others on a task or skill.
Four, seven-point Likert-type items measure a customer’s belief that his/her relationship with a particular service firm is such that the parties look out for their own interests first and foremost.
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.
With three, seven-point items, the scale measures the degree to which a person shared information with another person in order to improve that person’s attitude about him/herself.
The degree to which a person believes a certain individual shows off in order to impress people is measured in this scale with five, seven-point Likert-type items.
Six, five-point Likert-type items are used to measure a person’s desire to experience consistency and stability at the current time rather than change.
