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Scale Reviews

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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


Four, five-point Likert-type items are used to measure the degree to which a person believes the website of an online community has positive characteristics related to the quality-assurance of the message board and the ease of accessing it.  Hung, Li, and Tse (2011) called the scale web features.

This semantic differential scale measures a person's attitude regarding a specific salesperson.

The three, seven-point semantic differentials that compose this scale are used to measure the extent to which a person describes a brand as being multi-functional and having greater benefits than the other brands.

The scale measures how strongly a person believes that a particular good or service is able to reveal if a person has a certain life-threatening ailment.  Three, five-point items compose the scale.

The scale measures the extent to which a person views an advertised product as being functional.  The three uni-polar item scale was referred to as functional concept by Aggarwal, Jun, and Huh (2011).

Five, unipolar items compose this scale which is intended to measure how important it is to a consumer for products in a certain category to perform well on attributes related to their ability to do what they are supposed to do.

Using three, five-point Likert-type items, this scale measures the quality of a product with the focus on the improvement it makes in one's productivity.  The scale is best suited for a innovation which has benefits of a functional nature as opposed to hedonic or social.

The extent to which a person believes that a particular piece of technology makes it easy to conduct a business activity from home is measured in this scale with four, seven-point Likert-type items.  The implication is that such transactions were previously only possible in person. Collier and Sherrell (2010) used the scale with a self-service technology (SST) but it appears to be amenable for use in a wider context.

A person's attitude regarding the ease with which a service can be used is measured in this scale with three, seven-point Likert-type statements.

A person's overall satisfaction with a relationship he/she has with a certain person, company, or organization is measured in this scale using three, seven-point Likert-type items.  The phrasing of one of the items makes the scale more appropriate for business relationships rather than personal ones.