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Testimonial

The Marketing Scales Handbook is indispensable 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

attendance

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes the way an event is sponsored will increase his/her interest in the event and the likelihood of attending it.

With three, seven-point items, the scale is intended to measure how much a person engages in particular religious activities: praying, reading scripture, and attending services.

With three, seven-point Likert-type items, the scale measures a person’s willingness to encourage others to attend the games of a particular sports team.

Four, four-point items are used to measure the extent to which a person watches, attends, and enjoys a particular sport.

One's stated probability of going to an event is measured in this scale with five, nine-point items.  Given the phrasing of the statements, the respondent should already have a ticket to attend the event and have some options about what to do with the ticket.

Three, five-point Likert-type statements are intended to measure a person's (e.g., former student's) evaluation of the decision made several years previous regarding a university to attend.

Four, six-point statement are used to measure the importance of several characteristics of a school, college, or university to a person. The object in the Arora (1982) study was a university and he developed Stapel, Likert, and semantic differential versions of the scale.