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.
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Three, five-point items measure how much a person believes a particular event or activity motivated him/her to think about forming relationships with other people.
How much a person believes a particular event or activity motivated him/her to think about maintaining long-term relationships with other people is measured with three, five-point items.
How much a person is interested in learning more about another individual, being closer to him/her, and becoming his/her friend is measured with nine, seven-point items.
How much a person reports feeling different from others, even feeling like an outcast at times, is measured with three, seven-point semantic differentials.
The scale has four, seven-point items that measure how much a person changed his/her opinion of an object in order to maintain a good relationship with a particular person.
Six, seven-point Likert-type items are used to measure a type of psychological empowerment in which a person believes his/her actions make a positive difference in another person’s life.
The scale uses three, seven-point Likert-type items to measure the degree to which a person believes a collective of entities such as people or companies have unity and coherence rather than just an aggregate of individuals.
How much a person views a collective of individual entities such as people or companies as a social group is measured with three, seven-point Likert-type items.
A person’s belief that he/she was able to get others to do what was wanted in a certain situation is measured with six, seven-point Likert-type items.
How generous and helpful something is considered to be based upon a donation it has made is measured with five, seven-point items. The scale is general in the sense that it has been used with respect to both individuals and organizations.
