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Testimonial

I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

New Measures of Mobile-App Attitudes

Apps for our smart phones have become quite important in contemporary life.  We want them to be easy to use as well as helpful to us in the functions they perform.  Research by marketing scientists has been going on for several years to better understand what consumers think about apps.  The primary tool used by these scientists when studying consumers' thoughts and emotions is the multi-item measurement scale.  Among the things that have been measured with these scales are the following: Branded App Usability (Personalization), Branded App Usability (User-Friendliness), Mobile Financial App Error, and Security of the Credit Card App.  Brief descriptions of the measures are featured now on the front page.  The full descriptions are available for purchase as are over 4,500 other multi-item scales used by consumer researchers over the last four decades.