The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
strategy
Using three, seven-point Likert-type items, the scale measures the degree to which a person blames a specific entity (store, company, organization) and its strategies for him/her terminating the relationship between them.
How much change a person believes there to be in the market for a particular product category in terms of the products available, the promotion conducted, and consumer preferences is measured using four, seven-point items.
With six, seven-point semantic differentials, the scale measures the apparent regulatory orientation of a charitable organization, ranging from a promotion focus to a prevention focus.
The degree to which a person believes that a certain brand-related marketing strategy is commonly used among competitors in a certain product category is measured with five, nine-point semantic differentials. The scale appears to be amenable for use with a variety of brand-related strategies.
A person's opinion of a company's pricing strategy is measured in this scale with three, seven-point Likert-type items.
Three Likert-type statements are used to measure the degree to which a person views a company as supporting a cause because it will help attract and keep more customers as well as help it to be more profitable.
This seven item with a seven-point response format is intended to measure a person's expressed intention to deal with a stressful situation by taking direct action to solve the problem in an objective manner.
The three, seven-point items are used to measure the degree of importance a person believes should be placed on an advertising agency's ability to provide assistance in developing business strategy when making a choice among agencies. As written, the scale does not measure a person's attitude toward a specific agency's ability but rather the role this criterion should play in general when making a selection among agencies.
