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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

usefulness

Three, ten-point items measure how much a consumer wants more detailed information about something because of the information’s usefulness.

The efficacy and likelihood that a “treatment” will cure a “condition” are measured with five, nine-point questions.  The particular treatment and condition are specified in the items.

This Likert scale has three, five-point items that measure how much a technological application helps a customer shopping at an online store be more effective and, in particular, better evaluate a product.

Three, seven-point items measure a consumer’s comparison between two uses of a product in terms of which application is believed to be the better.  To be clear, as stated, the items focus on the applications of the product rather than to the product itself.

With four, seven-point Likert-type items, the scale measures the extent to which a person believes that a product can be used in a variety of situations.

With four, five-point items, the Likert scale measures how actively a person thought about an object and, in particular, how useful he/she believed it could be.

This three item Likert scale with a seven-point response format measures the degree to which a person believes that a particular in-store shopping technology would add value to the shopping experience.  As currently phrased, the items are stated hypothetically because participants will not actually have used the technology when responding to the scale but merely have read about it.  The sentences could be easily changed to measure a shopper’s actual experience with the technology.

With three, seven-point Likert-type items, the scale measures a person’s satisfaction with a website, particularly the usefulness of its content and the desire to visit the site frequently.

With three, seven-point uni-polar items, the scale measures the quality and usefulness of a review that a person has read.  The object of the review is not stated in the scale items themselves but has to be provided to participants in the instructions or the context.  The scale seems to be flexible for use with a wide variety of things that could be reviewed, e.g., products, companies, charities, political candidates.

The scale is composed of three, seven-point Likert-type items that measure how much a person was trying to provide useful information to readers when choosing what to say in a review.  The object of the review is not stated in the scale items.  Given that, the scale is flexible for use with a wide variety of things that could be reviewed, e.g., products, companies, charities, political candidates.