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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

attitudes

One’s belief that he/she has value because of the love that comes from GOD is measured with five, seven-point Likert-type items.

Six items are used to measure the belief that a particular salesperson engaged in questioning and answering in an attempt to convince one that he/she (the consumer) would benefit from a suggested product solution.

The scale has six items that measure the degree to which a consumer believes a particular salesperson with whom he/she has interacted tried to build a rapport and an emotional connection between them prior to or along with discussion of sales issues.

Using six items, the scale measures the belief that a particular salesperson with whom a consumer interacted used compliance tactics based on immediate, superficial factors (threats and promises) not directly related to the product itself.

The scale measures how much an app helps a person feel more confident about pursuing a particular set of goals.  Three, nine-point items compose the scale.

The scale measures the degree to which a person’s motivation with regard to self-improvement is more about accomplishing a goal rather than the activities performed to reach it.  Five, nine-point Likert-type items compose the scale.

How much a person has selected a particular way to buy or use a product in order to save money in the long-run is measured with three Likert-type items.

Four items are used to measure the degree to which a customer believes that actions he/she took with respect to a failure by a business was effective in redressing the “balance” in the relationship.

Seven, seven-point Likert-type items measure the degree to which a person believes his/her language skills were the reason why he/her was treated unjustly by someone else.

Four statements are used to measure the attitude one holds about luck such that it plays an important role in life and favors some people while not others.