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Testimonial

The Marketing Scales Handbook is indispensible 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.
Dr. Terry Childers
Iowa State University

uncertainty

With three, seven-point items, the scale measures how difficult a person believes it would be for him/her to make a particular choice.

The clarity with which a person understands what a particular company does with the data it has on its customers is measured with four, seven-point semantic-differentials.

Using three, seven-point items, this scale measures how much a person feels uncertain about a choice he/she has made.

The scale uses three, seven-point Likert-type items to measure a person’s belief that everyone could experience a house fire and, if it occurs, smoke detectors can reduce the damage.

The six item, seven-point scale measures the degree to which a person experiences feelings of anticipation such as excitement (at one extreme) or apprehension (at the other extreme) with regard to an upcoming event or activity.

Five, seven-point Likert-type items measure a person’s enjoyment of trying unfamiliar experiences. Although three of the statements are general and do not indicate what is being experienced, two items mention products.

The degree to which a person is apprehensive and distrusting of other people in general is measured with four, seven-point unipolar items.

Using four, seven-point Likert-type items, the scale measures the degree to which a consumer believes that making a selection from a particular product category is difficult because of the uncertainty about choice is "right."   

Using three, seven-point items, the scale measures how much a person feels undecided and doubtful about something he/she has done such as choice that was made.

The scale is composed of four, nine-point Likert-type items that measure how much concern and worry a person expresses about how a particular product with a particular attribute will function.