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.
Discount Calculation Ease
This scale uses four, seven-point Likert-type items to measure how easily a shopper is able to use the necessary math to compute a discount offered by a retailer. The scale makes sense to use when a discount is not explicit but rather must be calculated by the consumer by using the information provided, e.g., regular price and sale price.
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