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.
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If a consumer is considering the purchase of a certain product, how much he/she expresses a likelihood of buying it from one specific company rather than another company is measured with three, seven-point items.
How much a person likes a particular company and believes it to be ethical is measured with three, seven-point items.
The degree to which a person believes a particular business organization to be favorable and professional is measured with four, seven-point items bi-polar adjectives.
How much a person experiences positive feelings due to an unexpected event involving products received from a company is measured with four, seven-point items.
The three items composing this scale measure a person’s belief that a particular start-up company has a passion for its product but has difficulties to overcome if it is to succeed.
Three items are used to measure the extent to which a consumer’s reason for buying a particular product is due to the desire to help support equality among companies in the marketplace. The items emphasize equality of opportunity among companies rather than equality of capabilities or results.
How much a reported issue is believed to be a major problem is measured with three, seven-point semantic-differentials.
Using three, seven-point items, the scale measures how much a person believes a particular company has shown concern and remorse for an infraction in which it was involved.
The degree to which a person believes that a particular company deserves to be punished is measured with four items. The items themselves do not indicate why the company should be punished.
The scale uses three, seven-point Likert-type items to measure the extent to which a customer wants to express his/her frustration and feelings about a particular company.
