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Testimonial

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

dependability

The degree of responsiveness and dependability a person believes there is in a particular technological interface is measured in this scale with five, ten-point semantic-differentials.

How reliable and dependable a consumer believes a product (good or service) to be is measured with three, seven-point items.

The scale has six items that are used to measure the degree to which a customer believes a particular salesperson is competent and has high integrity.

The degree to which a person believes a particular retailer could be reliable and depended upon is measured with four, nine-point Likert-type items.

Three, five-point Likert-type items are used to measure concerns a consumer has about a product.  The concerns have to with uncertainty about the product’s benefits as well as its need for ongoing maintenance.

With three, nine-point Likert-type items, the scale measures how reliable and believable a consumer believes an online store to be.  Given the phrasing of one of the items, the consumer has purchased a particular product from the store.  To make the scale amenable for use with respondents who may not have purchased from the store, the item can be easily edited.

A person's attitude about the steadfast, trustworthiness of a company is measured with five items.  The scale seems to be adaptable for a variety of business entities such as a store, a multi-store chain, a website, or a brand.

With five items, the scale measures a consumer's attitude about shopping online, with an emphasis on issues related to trust such as reliability and privacy.  It does not measure a person's attitude about a particular website but rather, shopping online in general.

A customer's level of trust in a particular salesperson is measured with seven, seven-point Likert-type items. 

The scale has five items that are used to measure a consumer's belief that a store is dependable, with an emphasis on the security of personal information and transactions.