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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

Value of Items Purchased Separately

Four, seven-point items are used to measure the perceived level of savings in the purchase of two particular products if purchased separately. Other information provided to respondents indicated that the items could be purchased together as a bundle for a special price. This scale measures their beliefs that savings would be realized even if the items were purchased separately. Yadav and Monroe (1993) referred to the measure as items' transaction value.

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