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MEASURES FROM MARKETING RESEARCH 213

MEASURES FROM MARKETING RESEARCH

Below is a sample of some scales used to measure commonly researched con-
cepts in marketing. Bruner and Hensel have done extensive work since 1992 in
documenting and detailing several scores of scales in marketing research. For
each scale examined, they have provided the following information:
1. Scale description
2. Scale origin
3. Samples in which the scale was used
4. Reliability of the scale
5. Validity of the scale
6. How the scale was administered
7. Major findings of the studies using the scale.
The interested student should refer to the two volumes of Marketing Scales
Handbook by G. C. Bruner and P. J. Hensel, published by the American Market-
ing Association. The first volume covers scales used in articles published in the
1980s, and volume two covers scales used in articles published from 1990 to
1993. The third volume covers the period from 1994 and 1997. Also refer to the
web site: http://www.siu.edu:80/departments/coba/marketing/osr

I. Index of Consumer Sentiment Toward Marketing

1. Listed below are seven statements pertaining to each of the four marketing
areas. There is also a fifth section labeled “Marketing in General.” It contains
four statements.
For each statement, please “X” the box which best describes how strongly
you agree or disagree with each statement. For example, if you strongly agree
the quality of most products today is as good as can be expected then “X” the
Agree Strongly box. On the other hand, if you strongly disagree the quality of
most products today is as good as can be expected, then “X” the Disagree
Strongly box. Remember to “X” one box for each statement.
Neither
Strongly Somewhat Agree nor Somewhat Strongly
PRODUCT QUALITY Disagree Disagree Disagree Agree Agree
The quality of most products I buy 1 2 3 4 5
today is as good as can be expected.
I am satisfied with most of the 1 2 3 4 5
products I buy.
Most products I buy wear out too 1 2 3 4 5
quickly.
Products are not made as well as they 1 2 3 4 5
used to be.
Too many of the products I buy are 1 2 3 4 5
defective in some way.