As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
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This scale uses four, seven-point Likert-type items to measure how easily a shopper is able to use the necessary math to compute a discount offered by a retailer. The scale makes sense to use when a discount is not explicit but rather must be calculated by the consumer by using the information provided, e.g., regular price and sale price.
The extent to which a person focuses on his/her personal thoughts and feelings is measured with three statements. Given the way the statements are currently phrased, the scale is more a state than a trait measure.
Using three, seven-point items, the scale measures a person's belief in being able to personally solve a problem that would otherwise require the company's help to fix. The scale items seem to be amenable for use with a variety of problems a customer might experience, e.g., with self-service technology, with a product, with a website.
The scale uses three items to measure the degree to which a person is very sensitive of his/her contextual environment. Given the way the statements are currently phrased, the scale is more a state vs. trait measure.
A person's self-confidence in his/her ability to open e-mail messages if so desired is measured using five items.
The scale uses three, seven-point Likert-type items to measure how much a person thought about his/her friends. The scale makes most sense to use when the researcher wants to know to what extent respondents thought about friends in a certain context or while engaging in a certain activity.
How easily a person is able to convert an amount of money in an unfamiliar currency to an equivalent amount in a familiar currency is measured in this scale using four, seven-point semantic differentials.
A person' expressed feeling of physical discomfort while performing a certain task is measured in this scale with three statements.
With four, seven-point semantic differentials, the scale measures the level of involvement a person reports having when a particular activity was performed.
A person's focus on utilitarian reasons for shopping rather than hedonic is measured with six, seven-point items. The focus of the measure is on completing the shopping task rather than the pleasure derived from engaging in the shopping process itself.
