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.
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With three, seven-point Likert-type items, the scale measures the extent to which a person actively participated in a particular decision-making process with another person and, afterward, felt accountable for the decision that was made.
One’s attitude regarding how much he/she liked a person with whom he/she worked with in a particular joint task and the willingness to work with that person again is measured with three, seven-point items.
How much a person is interested in learning more about another individual, being closer to him/her, and becoming his/her friend is measured with nine, seven-point items.
Three, seven-point items compose the scale and measure how much a customer believes his/her best interests are guiding a particular salesperson’s efforts to solve one’s problem.
The scale has seven, seven-point items that are intended to measure a person’s ability to engage in behaviors with a “partner” that are likely to benefit their relationship.
The importance a person places on engaging in behaviors with a “partner” that are likely to benefit a relationship is measured with seven, seven-point items.
The degree to which a customer believes a particular salesperson tried to understand his/her needs with the best of intentions is measured with three, seven-point Likert-type items.
The scale has three, seven-point Likert-type items measuring a customer’s belief that a salesperson tried to relate to him/her as a person and discussed other things than just the purchase.
The seven item, five-point Likert-type scale assesses the degree to which a person describes his/her style of interaction with a physician as being characterized by a two-way flow of information.
This twenty-four-item, six-point scale measures the degree to which a consumer perceives that salespeople engage in behaviors aimed at increasing long-term customer satisfaction rather than have low concern for customer's needs. The scale could be viewed as a measure of consumers' attitudes toward salespeople in general, but the emphasis is certainly on whether salespeople are focused most on making sales or on satisfying customer needs.
