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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

choice

How much variety of choice a consumer believes there is in a table of product options and attribute information is measured with three, seven-point items.

How much a person is interested in direct banking and is diligent in selecting one is measured with four, seven-point Likert-type items.

The scale uses four, seven-point Likert-type items to measure how much a customer believes a particular bank he/she uses was a wise choice and provides the needed services.

A person’s feeling of freedom to decide how to respond to a donation request is measured with four, six-point items.

Four, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.

Three, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.

Five Likert-type items are used to measure the degree to which a person experiences a feeling of well-being with respect to a particular choice he/she has made.  Two slightly different versions of the scale are provided: one that allows for comparison of two decision options and another version that focuses on just one option.

The degree of certainty a person has in the appropriateness of a particular choice in which one option was selected over another one (explicitly stated) is measured in this five-item Likert scale.

With three, seven-point items, the scale measures how difficult a person believes it would be for him/her to make a particular choice.

The favorability of one brand compared to another is measured with three, nine-point questions.