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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

signal

Seven, seven-point Likert-type items measure a person’s tendency to view one’s choices and behavior to be a strong indication of his/her personality.

Using three, five-point Likert-type items, the scale measures how much one customer believes another customer has engaged in behavior which disrespected one’s personal space and signaled it was his/her own.

Five, seven-point Likert-type items are used in this scale to measure how much a person believes he/she would be communicating self-identity to others if posts about products were made at a particular social media site.

The scale uses four Likert-type items to measure how much a person believes that another person does not legally own a certain item but is engaging in behaviors that seem to signal that he/she does.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes that the products one chooses express something about him/her.   

The level of trust a person has in a third party label on a package and the party sponsoring it that attests to an aspect of the product’s quality is measured using six, seven-point Likert-type items.

A person’s attitude about a particular third-party that sponsors certification seals that attest to environmentally-related product attributes is measured using five, seven-point semantic differentials.

Three, seven-point Likert-type items measure the degree to which a consumer believes that retailers offering low price guarantees do so, in general, to assure shoppers that they will receive refunds if the store does not have the lowest prices in the market area.  A version of the scale phrased specifically for a certain retailer is also reviewed.

Three, seven-point Likert-type items are used in this scale to measure a consumer's belief that retailers offering low price guarantees do so, in general, because they truly have the lowest prices in the market area.  A version of the scale phrased specifically for a certain retailer is also reviewed.

One's opinion of the level of intimacy shared by two adults is measured in this scale with three, seven-point items.