I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Shopping Orientation (Functional)
Three items are purported to measure "the goal-directness of a functional economic shopper" when the goal is the purchase of a good or service (Roy 1994, p. 146). Two of the items were answered using a five-point Likert-type scale. The response format for the third item was not specified. Roy (1994) referred to the scale as functional economic motivation.
Key Words