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.
social
The scale uses five, seven-point Likert-type items to measure a trait-like attachment style characterized by the fear of rejection and abandonment.
The scale uses four, seven-point unipolar items to measure how caring and kind a person is considered to be.
The degree to which a person expresses liking of and attachment to another person is measured with three, seven-point Likert-type items.
The degree to which a person is apprehensive and distrusting of other people in general is measured with four, seven-point unipolar items.
The scale uses seven, five-point items to measure the willingness and tendency of a member of a customer ideation group to create product ideas by integrating and combining his/her own thoughts with those of others in the group.
Using three questions, this scale measures how much a person believes that at a particular point in time he/she had power over other people.
With four, seven-point Likert-type items, the scale measures the degree to which a person has an affective connection with a particular organization that is reflected in expressions of positive emotions.
The scale contains four, seven-point Likert-type items that measure a person’s use of self-categorization and conceptual overlap to consciously link his/her identity with the identity of a particular organization.
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.
With three, seven-point Likert-type items, the scale measures the degree to which a person’s support of a particular organization is based on its community involvement and charitable activities.
