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Scale Reviews

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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.
Dr. Terry Childers
Iowa State University


Three, seven-point Likert-type items measure a person’s belief that companies should invest more time and effort to ensure that the personal information in their files is accurate.

One's attitude regarding his/her ability to accurately remember things he/she has experienced or known in the past is measured with four, seven-point items.

With four, seven-point items, the scale measures the degree to which a person believes his/her initial experience with a product to have been a one-time event and not representative of the product in general.

With three, five-point Likert-type items, the scale measures a customer’s belief that a particular online retailer delivers exactly what customers have ordered.

The seven point semantic differential scale measures a person's beliefs concerning the perceived degree of accuracy and reliability in a certain activity. The activity examined by Dabholkar (1994) was ordering in a fast-food restaurant and two options were compared: touch screen ordering versus verbally placing the order with an employee. Dabholkar and Bagozzi (2002) just examined the touch screen option. Thus, in these contexts, the scale assessed the degree to which a method of ordering was thought to lead to the intended result (getting exactly what was wanted).

The four-item scale is intended to measure the probability that a person assigns to a medical test for a specific disease providing accurate results and believing it correctly indicates the presence of the disease.

This Likert-type scale measures a person’s need for accuracy and the tendency to experience displeasure when mistakes are made.