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.
expertise
The scale has four, five-point Likert-type items that measure how much a consumer uses possessions to signal his/her ability to find better deals and products compared to other people.
Three, five-point Likert-type items are used in this scale to measure the degree to which a person believes that something in the future which is currently uncertain can be more accurately predicted with enough information. The scale is amenable for use with a wide variety of issues.
The scale uses three statements to measure a consumer’s belief that he/she has expert level knowledge with respect to a specific product category and is an excellent source of information for friends buying such a product.
Four, seven-point items measure a person’s knowledge of and experience with a particular physical exercise.
Ten, seven-point Likert-type items are used to measure how knowledgeable a person reports being with regard to jokes. Although the scale measures self-reported awareness and recall of jokes, it does not explicitly measure if a person believes him/herself to be funny in telling the jokes.
The degree of familiarity with something such as an object or topic is measured with three, seven-point bi-polar adjectives. The items themselves are extremely flexible for use in a variety of contexts and it is up to the instructions provided with them to specify whose knowledge about what is being assessed.
A person's belief that a company is competent at making products that will perform as expected is measured with five, seven-point Likert-type items.
Five, seven-point uni-polar items are used in this scale to measure how much a person describes someone or something as being skilled and reliable.
The degree to which a consumer reports having a lot of knowledge and experience with so-called "green products" is measured using four, seven-point Likert-type items.
Three semantic differentials are used in this scale to measure ones self-expressed level of skill and competence with respect to playing video games.
