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Testimonial

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.
Dr. Terry Childers
Iowa State University

switching

Four, seven-point Likert-type items measure a person’s usage of two media at the same time to perform one or more tasks.  To be clear, the scale focuses on what a person did in a particular situation rather than his/her tendency over time to multi-task.

Using three, seven-point Likert-type items, the scale measures the extent to which a customer decides in a store to switch from accomplishing the intended goal to working on one or more other goals.  The goals themselves are not defined in the items themselves.  Further, the items do not specific whether the behavior is limited to a specific shopping trip or frequently occurs across stores and time. 

The willingness of a consumer to shift companies with which he/she does business is measured with three, seven-point Likert-type items.

A consumer’s general tendency across product categories to purchase the same brand over time and not switch to other brands is measured with five, five-point Likert-type items.  To be clear, it is the tendency be loyal that is the same across categories rather than the brand.  If desired, instructions could be used to focus participants' attention more narrowly, such as on a particular category.

The likelihood that a person will stop visiting one establishment of a type (e.g., bar, club) and begin regularly visiting another such establishment in the near future is measured with three, seven-point Likert-type items.

The scale uses four items to measure a customer’s emotional attachment to and identification with an entity which he/she might use in the future.  As currently phrased, the items are particularly suited for use with reference to a service provider but they might be appropriate for use with other entities such as a brand.

Composed of four, five-point Likert-type items, the scale measures the extent to which a consumer believes he/she has received certain benefits from a provider over time and would lose them if changing providers.

Using five, five-point Likert-type items, the scale measures the extent to which a consumer believes he/she has spent a lot of time and effort on a relationship with a current provider.

The scale has four, five-point Likert-type items and measures how much a consumer believes that if he/she were to change service providers then new policies would have to be learned.

The likelihood of receiving lower service quality if one switches from one provider to another is measured with three, five-point Likert-type items.