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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

consistency

How much a person believes that the color of a particular food is consistent is measured with three, seven-point Likert items.

The extent to which a person believes the shape of a particular food is uniform rather than varying is measured with three, seven-point Likert items.

Using three, seven-point Likert items, the scale measures the perceived uniformity of a particular food’s texture.

Composed of six, seven-point Likert-type items, this scale measures a person’s belief that the future is unpredictable.

The degree to which an object or event is considered to be consistent and stable at one extreme or erratic and risky at the other is measured with ten, seven-point bi-polar adjectives.

The scale uses four Likert-type items to measure the extent to which a consumer believes there is a uniform design of the brand across multiple touchpoints. 

The scale uses four, five-point items to measure the degree to which an adolescent thinks his/her parents are inconsistent in their restriction of the time he/she can spend with television, movies, and video games that contained too much violence.

The scale uses three, seven-point semantic differentials to measure how well two objects are considered to fit each other and be compatible.

Six, five-point Likert-type items are used to measure a person’s desire to experience consistency and stability at the current time rather than change.

Employing four statements, the scale measures the degree to which a customer believes that each part (employee, department, partner) of a particular service provider works “in concert” and as one to smoothly provide service to him/her.