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Testimonial

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.
Dr. Terry Childers
Iowa State University

quality

Using nine, five-point Likert-type items, the scale measures a consumer's tendency to place greater importance on low prices rather than high quality when shopping, particularly with respect to groceries.

How well a person likes a hotel and wants to stay there is measured with three, seven-point items.

Ten, five-point uni-polar items are used to measure how important a person believes technical aspects (lighting, sound, editing) are to judging an ad's quality.

The importance a person places on artistry and creativity in judging the quality of an advertisement is measured in this scale using four, five-point uni-polar items.

The scale has three, five-point uni-polar items and measures how important a person believes realism and believability are in evaluating an advertisement's quality.

The scale uses six, seven-point items to measure a consumer's opinion of a product's effectiveness, with particular regard for how it compares to similar products in treating a certain problem.

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 degree to which a person believes that a brand has been made by a trustworthy company, is high quality, and is better than the competition is measured with three, five-point Likert-type items.

This scale uses four, seven-point Likert-type items to measure the extent to which a consumer believes so-called "green products" are of high-quality and better than those that are not considered to be "green."

Three, seven-point Likert-type items compose the scale and measure the functional utility of a particular brand in a particular product category.