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.
compatibility
The degree of compatibility a person believes he/she has with a “partner” regarding brand preferences is measured with three, seven-point items.
How well two brands are considered to be compatible and a good fit for co-branding a product or event is measured with three questions and a 101-point response scale.
The degree to which a sponsoring entity and a sponsee are viewed as fitting together well is measured with three, seven-point semantic differentials. (A sponsee is the entity being sponsored, such as an event, an organization, or a cause.)
The scale uses three, seven-point semantic differentials to measure how well two objects are considered to fit each other and be compatible.
The degree to which a person believes that a set of employees work together well and stand for similar things is measured with four, seven-point Likert-type items.
The extent to which a customer believes he/she has good relationships with employees of a retail establishment is measured with three statements.
Nine, seven-point items are used to measure how close one feels to a particular person and how likely the person would fit in one’s “in-group.”
Four, seven-point semantic differentials are used to measure the extent to which a person believes another person is similar to him/herself in many ways.
This three item, Likert-type scale measures how well a person believes the advertisement for a certain product is suited for that product.
The extent to which a person reports feeling similar to a certain other individual is measured in this scale with three, seven-point items.
