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.
skills
Three items are employed to measure how skilled a consumer believes him/herself to be in finding information, especially with respect to products.
The extent to which a person believes he/she has what it takes to make wise financial decisions, especially with respect to investments, is measured with five, seven-point Likert-type items.
Three, five-point Likert-type items are used in this scale to measure the degree to which a person believes that something in the future which is currently uncertain can be more accurately predicted with enough information. The scale is amenable for use with a wide variety of issues.
Using four, seven-point uni-polar items, the scale measures how much a person is considered to be skillful and intelligent.
How much a person believes that literacy skills are important and that low-income families need help developing those skills is measured with six, seven-point Likert-type items.
The degree to which a person believes that people have a lot of control over their athletic abilities and performance is measured with three, seven-point Likert-type items.
Three semantic differentials are used in this scale to measure ones self-expressed level of skill and competence with respect to playing video games.
A person's self-expressed level of skill and creativity in designing some specified object is measured in this scale using four, nine-point Likert-type items.
The scale uses three, nine-point Likert-type items to measure how complicated a person believes a certain task was that involved some degree of mathematical computation.
The perceived level of proficiency and resourcefulness of some object is measured in this scale using seven-point items. A three, a four, and a five-item version of the scale are discussed.
