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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

usefulness

With three sentences, the scale measures how useful a particular web page is considered to be.

How much a consumer believes a particular subscription contract would be very beneficial to him/her is measured using four, seven-point Likert-type items.

The ease of understanding and using a branded mobile phone application is measured with three, seven-point Likert-type items.

Three, 100-point items measure the degree to which a person believes that a particular task is not just accomplished well by algorithms, but performs better than humans.  The actual task is not stated in the sentences and, whatever it is should be made clear to participants prior to filling out the scale.

Three, ten-point items measure how much a consumer wants more detailed information about something because of the information’s usefulness.

The efficacy and likelihood that a “treatment” will cure a “condition” are measured with five, nine-point questions.  The particular treatment and condition are specified in the items.

This Likert scale has three, five-point items that measure how much a technological application helps a customer shopping at an online store be more effective and, in particular, better evaluate a product.

Three, seven-point items measure a consumer’s comparison between two uses of a product in terms of which application is believed to be the better.  To be clear, as stated, the items focus on the applications of the product rather than to the product itself.

With four, seven-point Likert-type items, the scale measures the extent to which a person believes that a product can be used in a variety of situations.

With four, five-point items, the Likert scale measures how actively a person thought about an object and, in particular, how useful he/she believed it could be.