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.
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A person’s overall attitude about a particular product is measured in this scale with four, nine-point items.
A consumer’s willingness to consider buying a particular product and recommending it to others is measured in this scale with three, nine-point items. Given the phrasing of one of the items, the implication is that the consumer has tried out the product before responding to the scale.
How much a consumer considers a particular product class to be important and of interest is measured with six, five-point semantic differentials.
Three, seven-point items measure how much a consumer values a product after reading a wide range of reviewer opinions about it compared to how much it was valued before being exposed. As phrased in the items, the opinions come from electronic word-of-mouth (eWOM) such as posted at websites of retailers, manufacturers, and others.
A consumer’s desire to try a particular product and know where it is available is measured with three, seven-point Likert items.
How much a consumer thinks that a particular product costs a lot of money is measured with four, seven-point Likert items. Unlike some other measures of product value, this scale does not explicitly measure if the product is a good deal but rather that the product is considered to be valuable.
Six, five-point Likert-type items measure how much a child likes a particular product and believes it does what it is expected to do.
Using three, seven-point items, the scale measures how much a consumer considers the price of a particular product to be fair and inexpensive.
The scale has three, nine-point items that measure how much a person believes that something is new and modern.
How much a product is believed to be physical in nature rather than immaterial is measured with three, seven-point bi-polar adjectives.
