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.
knowledge
This scale has three, seven-point Likert-type items that measure a consumer’s beliefs that he/she has insight into the characteristics, quality, and aesthetics of an object.
The extent to which a person believes he/she has what it takes to make wise financial decisions, especially with respect to investments, is measured with five, seven-point Likert-type items.
How much one’s uncertainty about something is determined to some degree by randomness is measured with three, five-point Likert-type items. The scale is amenable for use with a wide variety of issues.
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.
This scale uses five, seven-point items to measure a person’s belief in his/her ability to operate manual and automatic transmission automobiles. (Two items refer to driving a manual transmission vehicle while the other three items are relevant for either type.)
The extent to which a person believes that he/she knows what a company does and can describe them to others is measured with four, seven-point Likert-type items.
The degree to which a customer believes a service provider is the best is because it understands his/her needs better than the others. The scale is composed of three, seven-point Likert-type items.
With five, seven-point semantic differentials, the scale measures the degree to which a person believes a particular candidate has positive attributes such as sincerity and knowledgeability that make him/her qualified for the political office.
The degree of certainty a person has in the appropriateness of a particular choice in which one option was selected over another one (explicitly stated) is measured in this five-item Likert scale.
Using three, seven-point items, this scale measures how much a person feels uncertain about a choice he/she has made.
