The researchers who conceived the concept of the market maven devised a scale to measure consumers’ responses to the following six items: (1) I like introducing new brands and products to my friends. (2) I like helping people in providing them with information about many kinds of products. (3) People ask me for information about products, places to shop, or sales. (4) If someone asked where to get the best buy on several types of products, I could tell him or her where to shop. (5) My friends think of me as a good source of information when it comes to new products or sales. (6) Think about a person who has information about a variety of products and likes to share this information with others. This person knows about new products, sales, stores, and so on, but does not necessarily feel he or she is an expert on one particular product. This description fits me well. Respondents are asked to rate each item on a 7-point scale, from strongly disagree (1) to strongly agree(7); thus, total scores range from a low of 6 (strongly disagrees to all six items) to 42 (strongly agrees to all items). Administer the scale to two friends whom you regard as market mavens and to two friends who are not market mavens. See if the mavens receive predictably higher scores than the non-mavens. Also, comment on whether you think these six items do a good job of measuring market . What additions or deletions, if any, would you make?
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