In-Home Shopper
This is a seven-item, six-point, Likert-type scale that measures a person's interest in shopping at home by phone or mail.
View ArticleAdvertising Avoidance (Direct Mail)
The scale is composed of three, seven-point items intended to measure the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid direct mail advertising.
View ArticleDirect Mail Usage
The scale has three, seven-point Likert-type statements and is intended to measure a customer's belief that a specific marketer frequently uses direct mail to provide information to its r
View ArticleViral E-Mail Opening (Subject Relevance)
The tendency to open e-mail messages if the subject appears to be interesting and believable is measured with four items. The scale stem is phrased in terms of "viral" e-mail messag
View ArticleViral E-Mail Opening (Opportunity)
The four item scale measures a person's expressed tendency to open e-mail messages if the opportunity is available. The scale stem is phrased for use with "viral" e-mail message
View ArticleViral E-Mail Forwarding (Opportunity)
A person's expressed inclination to forward e-mail messages if there is the opportunity to do so is measured using four items. The scale stem is phrased for use with "viral" e-m
View ArticleE-Mail Forwarding Ability
The scale uses five items to measure a person's self-confidence in his/her ability to forward e-mail messages to others if the content is considered to have value for them.
View ArticleE-Mail Opening Ability
A person's self-confidence in his/her ability to open e-mail messages if so desired is measured using five items.
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