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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

behavioral

A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

The three, seven-point Likert-type items in this scale measure the degree to which a person who has visited a place (unidentified in the items) is willing to visit it again if the same level of service is provided.  The scale appears to be amenable for use with hotels, restaurants, resorts, and a wide variety of other places that people go to which provide some degree of service which can affect one’s intention of returning to in the future.

The scale has three, seven-point Likert-type items that measure how likely it is that a person will recommend a place and talk about it positively.  The sentences are phrased generally enough that they can refer to a wide variety of “places,” e.g., a restaurant, a museum, a church.

Three, five-point items are used to measure how much a person attends to radio, T.V., and movies that are just in English, are about the same amount in both languages, or are only in Spanish.

The scale has four, five-point items that measure how much a person primarily socializes with other Latinos rather than non-Latino Americans, about the same amount for both groups, or only socializes with non-Latino Americans.

How much a consumer wants to know more about a particular sale is measured with three, seven-point items.

With five, five-point items, the scale measures the degree to which a person is able to read and speak just English and not Spanish, is able to read and speak both languages equally well, or is only fluent in Spanish..

A customer’s openness to contacting and dealing with a salesperson in the future whom he/she has interacted with in the past is measured with three, seven-point Likert-type items. 

Five, seven-point Likert-type items measure a person’s willingness to have advertisements by a social media platform such as Facebook target him/her based on information from another company’s website.

The six, seven-point Likert-type items in this scale are intended to measure a person’s willingness to have personalized advertisements targeted at him/her by a social media platform based on demographic inferences from his/her usage of the website.