The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
attitudes
How much a person believes his/her personal actions can help end a behavior that is viewed negatively is measured with five, seven-point Likert-type items. The items are amenable for use in a variety of situations where a particular behavior is viewed as inappropriate and the person is not alone in believing it.
Using three, nine-point items, the scale measures how well a set of salespeople are believed to be working as a unit and united in their efforts.
How a person believes his/her capability and confidence compare to other people investing in the stock market is measured with three, seven-point items.
A person’s belief that a company’s stock will increase in value is measured with four, seven-point Likert-type items.
The scale uses four, seven-point Likert-type items to measure a person's general attitude about how "good" an investment is considered to be.
How willing a person is to take risks with his/her financial investment activity is measured with five, five-point items.
The degree to which a person believes the source of some information, probably another person, is pushy and aggressive is measured with three, nine-point bipolar items.
The degree to which a patient believes that the person or device making a recommendation about a medical procedure would not give consideration to his/her unique condition and circumstances is measured with three, seven-point items.
How much a customer believes that multiple brand-owned touchpoints are responsive and adaptive to his/her specific needs, circumstances, and activities is measured using four Likert-type items.
With four Likert-type items, the scale measures how much a consumer considers multiple touchpoints as sharing a common brand theme.
