Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
telephone
Composed of three, five-point Likert-type items, the scale measures the degree to which a consumer believes that a particular website, most likely an online retailer, provides ways for customers to reach them and even speak with a live representative if desired.
The three, seven-point Likert-type items in this scale measure the degree to which a person believes that the ability to access the Internet with a mobile device gives him/her spatial flexibility. As currently phrased, the implication in the items is that the person is experienced using an Internet-enabled mobile phone.
It is a three-item, five-point Likert-type summated ratings scale measuring the one's attitude about direct marketing activities being aimed at him/her.
The scale is composed of three, nine-point Likert-type statements that measure the extent of a person's plans to engage in activities related to traveling to a specific vacation destination.
This is a seven-item, six-point, Likert-type scale that measures a person's interest in shopping at home by phone or mail.
