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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

confidence

The belief that one manages his/her money well is measured using three, seven-point items.

Using four, seven-point Likert-type items, this scale measures a person’s confidence in his/her ability to achieve personal goals.

The scale is composed of five Likert-type statements that are used to measure one’s confidence in his/her ability to buy the “right” brand that will lead to a satisfying outcome.

The level of confidence a person has in a particular retailer and belief in its reliability is measured with five, seven-point Likert-type items.

Using three, seven-point Likert-type items, the scale measures the belief that one has the ability to make situations turn out the way he/she wants.

How a person believes his/her capability and confidence compare to other people investing in the stock market is measured with three, seven-point items.

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.

Four, seven-point items are used to measure a person’s belief that he/she can successfully cope with unexpected financial situations.

With ten, seven-point items, the scale measures a person’s confidence that he/she can successfully find solutions to most problems that are encountered.

How much a person is sociable and talkative is measured with six, seven-point Likert-type items.