I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
task
With three, nine-point items, the scale measures the time and effort a consumer reports spending to choose between options within a product category that were available in a store.
The degree to which a person reports having to force him/herself to continue engaging in an arithmetically-intensive task is measured with three, seven-point Likert-type items.
The scale measures how much a person liked a task and thought it was interesting. Two versions have been used, one with seven items and another with four.
How easy and enjoyable a person believes a task to be is measured with three, nine-point bi-polar adjectives.
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.
