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.
vote
The degree to which a person votes for liberal political candidates as well as not believing in absolute right and wrong is measured with four Likert-type items.
The scale has three, seven-point items that measure a person’s willingness to engage in behaviors that support the lowering of the minimum age to legally consumer alcoholic drinks.
Five, seven-point semantic-differentials are used in this scale to measure both a person's opinion of a political candidate as well as a formal statement apparently written by the candidate.
Four, seven-point statements are used to measure the importance of a particular voting decision to a person and the degree to which he/she is concerned about the decision.
Three, seven-point Likert-type statements are used to assess a person's belief in his/her ability to participate effectively in the political system.
The three item, seven-point Likert-type scale measures a voter's confidence in his/her ability to make a "good" choice in an upcoming election.
Four, seven-point Likert-type statements are used to measure the personal importance of engaging in voting activity. The construct being tapped into is more akin to attitude-toward-the-act than behavioral intention.
This is a four-item, five-point Likert-type scale measuring a person's perceived inability to influence the political system. This scale was referred to as political efficacy by Durand and Lambert (1985).
