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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


The scale uses four, seven-point items to measure how much a person believes that a particular situation in which he/she is going to be providing responses to questions is either more public or more private.

How willing a person is to provide requested information from a particular website or other entity is measured with three, seven-point semantic-differentials.

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.

Composed of three, seven-point Likert-type items, the scale measures the belief that companies should not share or sell personal information to other companies unless authorized by the individuals who gave the information about themselves.

Composed of four, seven-point Likert-type items, the scale measures a person’s belief that providing personal information to a particular website when updating his/her profile has a high potential of being used inappropriately.

The scale has four, seven-point Likert-type items that measure the level of concern a person has about his/her personal data being gathered by a particular website and then used for unauthorized purposes such as sharing the information with other parties.

A person’s willingness to share three types of personal information (demographic, lifestyle, media usage) with a business is measured with seven-point Likert-type items.

The belief that responding to an advertisement would require the disclosure of one's private information is measured with three, seven-point items.

How much a particular product is considered to be private and something that would not be discussed with a stranger is measured with five, seven-point items.

This scale uses four, seven-point items to measure how much a person feels that when using his/her smartphone there is a sense of being in a private, safe place.