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.
learning
The scale has six items that measure how often a parent (the respondent) actively helps a child to understand the purpose of product ads online and how the information may be misleading.
A person’s beliefs about a school’s pedagogical orientation as it pertains to its emphasis on creativity and fun for children is measured with three, seven-point items.
With four, seven-point items, the scale measures one’s motivation to increase his/her knowledge and the willingness to change how the “world” is understood.
Four statements are used to measure the degree to which a customer believes that a particular service provider helps him/her to become more knowledgeable and skilled with respect to the service.
The scale has four, five-point Likert-type items and measures how much a consumer believes that if he/she were to change service providers then new policies would have to be learned.
A consumer’s interest in a brand that results from exposure to an ad is measured with five, seven-point items. The interest referred to in the items ranges from learning more about the product to planning to buy it.
The scale uses three semantic differentials to measure how smart a person is subjectively judged to be. The emphasis is on learning and grades, thus, is most suited for use with students. As used by Fisher and Ma (2014), the judgement is made regarding someone else rather than oneself.
A person's desire for the expression of his/her opinion about a certain brand to help someone learn the values of society is measured using four, seven-point Likert-type items.
The degree to which a person believes that expressing his/her opinion about a certain brand to someone will help the relationship is measured with three, seven-point Likert-type items.
Four Likert-type items are used to measure the degree to which a parent holds positive beliefs about "advergames" made for children. (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)
