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.
structure
The five item, nine-point Likert scale measures a person’s belief that an advertisement uses a story-like format that communicates information about critical structural components such as who, what, where, and why.
The ease with which a person reports being able to get around a website and find what is wanted is measured using four, seven-point Likert-type items.
Four, five-point semantic-differentials are used to measure a person's attitude about the way an advertisement is visually presented. The study by Burns and Lutz (2006) focused on ad formats that are used online, e.g., banners, pop-ups, skyscrapers, interstitials.
The uni-polar scale is intended to measure the extent to which a person considers a website to lack clear structure and ease of use. It is composed of four terms and utilizes a five-point response format.
Three, seven-point semantic differentials are used to measure the degree to which a person evaluates the tangible aspects of an object such as a structure to be of high quality. The object examined by Wakefield and Barnes (1996) was a stadium.
This three-item, six-point, Likert-type scale measures a person's tendency to schedule activities and organize time.
