Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
attitudes
Three, seven-point items are used to measure how much a person believes that a particular donation made by a company was helpful and instrumental. The name of the organization, cause, or person to which the donation was made can be specified in the sentences.
Three, seven-point Likert-type items are used to measure the belief that a branded mobile phone application responds quickly to one’s input.
The belief that fans of a particular sports team in a geographic area, such as a city, support the team and are different from the “average citizen” is measured with five, seven-point items.
The extent to which a branded mobile phone application helps a user believe its functionality is customized for him/her is measured with three, seven-point Likert-type items.
The ease of understanding and using a branded mobile phone application is measured with three, seven-point Likert-type items.
Four, seven-point Likert-type items measure the extent to which a person believes that one’s credit card app safely stores and uploads information.
The extent to which a person feels a sense of personal control in a particular situation is measured with four, seven-point Likert-type items.
How much a customer believes that a particular product is not worth the price being charged is measured with three, seven-point Likert-type items.
How much a consumer has positive beliefs about the multiple products that share the same particular brand name is measured with four, seven-point Likert-type items.
The degree to which one considers self to be fashionable and thinks others admire his/her stylishness is measured with three, five-point Likert items.
