The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
task
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.
How much a person enjoyed a particular activity is measured with five, seven-point uni-polar items.
With three, seven-point items, the scale measures the degree to which a person was daydreaming or thinking about other things during a particular task.
Five, seven-point items are used to measure how much effort a person put into a particular task as well as how relevant it was.
Five, seven-point items measure how much cognitive effort a person put into reading some information.
The scale uses three, seven-point items to measure the degree to which a person believes a particular task in which he/she has participated was fun and interesting.
A person’s preference for multitasking (switching attention among several ongoing tasks) rather than performing one task at a time until its completion is measured in the scale with 14 Likert-type items.
Four items are used to measure the degree to which a person reports focusing only on product-related information in a task and ignoring other information.
The extent to which a person relied on his/her emotions and intuition when evaluating an advertisement is measured using three, seven-point Likert-type items.
