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.
emotions
The four, seven-point items composing this scale attempt to measure a person's trait-like tendency to feel compassion and/or sympathy for others, particularly those who are suffering.
How ashamed and worthy of blame a person felt at some point in time is measured in the scale with five, seven-point uni-polar items.
The level of self-satisfaction and sense of accomplishment one feels as a result of something in particular is measured with five, nine-point unipolar items.
The degree to which a person reports feeling emotionally uncomfortable and upset is measured in this scale with three, five-point unipolar items.
The four, seven-point Likert-type items are used to measure a customer's level of doubt regarding the negative consequences for him/her due to the reduction in workforce being conducted by a business with which the customer has a relationship.
The level of intensity and activity a person reports feeling while playing a particular game is measured in this scale with three, seven-point items.
The degree to which a person expresses enjoyment with respect to playing a particular game is measured in this scale with three, seven-point Likert-type items.
The scale is composed of three, seven-point Likert-type items that measure how much a customer regrets having purchased a product from a particular retailer.
A person's strong negative reaction to a decision or action taken by a church is measured using three, seven-point Likert-type items. Although two of the items use the term "church," they could be easily modified for use with a variety of organizations, religious or not.
Four, five-point Likert-type items are used to measure the degree to which a customer expresses feeling pleasure from participating in the service process. Although the statements are not specific to any particular activity or context, instructions could be used with the scale to make it more focused.
