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 scale measures how much a person reports having a difficult time focusing on a shopping task. The measure has five, seven-point Likert-type items.
How much a shopper felt unable to focus during a particular shopping trip due to interruptions is measured with four items.
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.
