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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

usage

Five, seven-point items are used to measure the extent to which a consumer is actively considering what to do with a particular new product in order to achieve positive outcomes and avoid negative ones.

The utility a consumer derives from using a product is measured with seven Likert-type items.  The utility may be functional, but it may also be other types such as social, hedonic, or emotional.

Usage of one’s phone to help relieve stress and deal with other uncomfortable situations is measured in this scale with four, seven-point Likert-like items.

With four, seven-point Likert-type items, the scale measures how much a person felt good and had a warm feeling about using a particular object.

The scale has three, seven-point items and measures how much a person feels appreciated by society because of something he/she has used.

Three, five-point items are used to measure how much a person attends to radio, T.V., and movies that are just in English, are about the same amount in both languages, or are only in Spanish.

With five, five-point items, the scale measures the degree to which a person is able to read and speak just English and not Spanish, is able to read and speak both languages equally well, or is only fluent in Spanish..

This Likert-type scale measures how much a consumer believes that two products that have been promoted together are associated because they are used together by consumers.

How much a consumer believes a particular product will be used in situations where other people will see it is measured with three items.  A low score on the scale would imply the product will only be used in private, such as at home.

How much a person indicates an inclination to engage in three particular behaviors with respect to a website is measured with a seven-point Likert-type format.