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.
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The degree to which a participant in an experimental task reports being unable to concentrate and focus is measured with seven, ten-point Likert-type items.
With three, seven-point Likert-type items, the scale measures the extent to which a person actively participated in a particular decision-making process with another person and, afterward, felt accountable for the decision that was made.
The scale has four, five-point Likert-type items that measure how much a person believes that a particular task he/she engaged in strengthened what was personally important in life.
One’s attitude regarding how much he/she liked a person with whom he/she worked with in a particular joint task and the willingness to work with that person again is measured with three, seven-point items.
How much effort a participant put into a study and how interesting he/she considered it to be is measured with four, seven-point items.
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.
The pride a person feels after accomplishing a particular task is measured with four, seven-point Likert items.
Four, seven-point Likert items are used to measure the degree of confidence a person has in his/her capability to learn a particular task and competently perform it.
How complex and time-consuming a task is considered to be is measured with three, seven-point Likert items.
The degree of difficulty a person expresses in choosing one brand from among several in a product category is measured with three, seven-point semantic differentials.
