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.
resolution
Four items are used to measure the degree to which a customer believes that actions he/she took with respect to a failure by a business was effective in redressing the “balance” in the relationship.
Using three, seven-point Likert-type items, the scale measures how much a person believes that an employee has engaged in behaviors to actively and competently solve a customer’s problem.
The degree to which a person was easily able to understand the meaning of an ad which had an unexpected aspect to it is measured with three, seven-point Likert-type items.
Three, seven-point semantic differentials are used to measure a person's belief that a story has a climax in which the main character overcomes obstacles. The scale seems to be amenable for use with advertisements, books, and movies by making minor changes in each item.
Using three, seven-point Likert-type items, the scale assesses the extent to which a person believes that the procedures used by a company to arrive at a decision regarding his/her concerns about a problem were fair.
With five, seven-point Likert-type items, the scale measures the desire by a customer to use acts of goodwill to restore or rebuild a damaged relationship with an offending company.
A person's level of satisfaction with the way a company has resolved a problem is assessed with three, seven-point Likert-type items.
Four, seven-point Likert-type items are used to measure a person's attitude about the fairness and reasonableness with which a conflict with a company was resolved.
The scale uses three, seven-point items to measure a person's evaluation of his/her mental strength at a particular point in time, e.g., while engaged in an experimental task.
The scale is composed of three, seven-point Likert-type items that measure the degree to which a customer personally complained to a business with the purpose of getting a satisfactory solution to a problem. Gelbrich (2010) referred to her version of the scale as problem-solving complaining.
