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-efficacy
This 12-item scale measures a person’s awareness of alternatives, willingness to adapt, and confidence in his/her ability to behave effectively in a particular situation.
With four items, the scale measures the extent to which a person believes that his/her decisions involving a particular domain of information are made well and easy to make.
This scale uses five, seven-point items to measure a person’s belief in his/her ability to operate manual and automatic transmission automobiles. (Two items refer to driving a manual transmission vehicle while the other three items are relevant for either type.)
This scale has six, seven-point Likert-type items that measure a person’s belief that people can make a new beginning with hope of a better life, despite his/her past or present circumstances.
Six, seven-point Likert-type items are used to measure a type of psychological empowerment in which a person believes his/her actions make a positive difference in another person’s life.
This scale has three, seven-point Likert-type items that measure a person’s belief that he/she has the capability to create a new life and pursue new goals.
A person’s belief that he/she was able to get others to do what was wanted in a certain situation is measured with six, seven-point Likert-type items.
With eight, seven-point Likert-type items, the scale measures a person’s confidence in his/her capability to overcome challenges and perform tasks effectively in a wide variety of situations.
Four, seven-point Likert items are used to measure the degree of confidence a person has in his/her capability to learn a particular task and competently perform it.
Five, nine-point Likert-type items compose the scale and measure a person’s confidence that one will successfully manage his/her health by engaging in a certain activity. (The activity can be specified by the researcher.)
