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The Marketing Scales Handbook is indispensable 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


Three, seven-point Likert-type items measure how much a person believes individuals within a particular group of people or other entities are viewed as being much the same, especially when one endorser can be easily replaced by another.

With three semantic differentials, the scale measures how much a person believes a group of people are like him/her, especially in the way they think.  While it is possible for the comparison to be with other people in general, it is more likely that the scale will be used to measure how much individuals believe themselves to be similar to people in a particular group.

How well a decision-maker believes the recommendation of another person matched his/her own is measured with three, seven-point Likert-type items.  Given the phrasing of one of the items, the object being recommended is evaluated more with subjective criteria than objective.   

How much a person identifies with the information in a particular advertisement is measured with five, seven-point Likert-type items. 

The extent of similarity a person believes there to be between him/herself and someone else in terms of cognitive and physical characteristics is measured with four, seven-point items.    

With five, nine-point Likert-type items, the scale measures how much a consumer believes that every unit of a particular branded product performs the same way as the other units of the product and with the same goal.

This seven-point scale measures how much a consumer believes one smartphone is similar to another phone on four characteristics related to ease of use.

A person’s chronic behavior to categorize all manner of things is measured with three, seven-point items. 

The extent to which a person believes another individual is a peer and thinks like him/her is measured with three, 101-point items.

How much variety of choice a consumer believes there is in a table of product options and attribute information is measured with three, seven-point items.