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.
trust
A customer's attitude regarding some aspects of an airline's operations is assessed using three, five-point Likert-type statements. The emphasis seems to be on some visible indicators that the airline is being managed competently such as with the efficiency of pre- and post-flight service.
Four, ten-point items are used to measure the level of emotional attachment a customer has with a certain company.
Three, five-point Likert-type statements are used to measure the extent to which a customer believes the employees of a business have the customers' best interests in mind.
Seven-point semantic differentials are used to measure the extent to which some specific information to which a consumer has been exposed is viewed as being true and acceptable. If using instructions similar to Gürhan-Canli and Maheswaran (2000), the respondent's attention can be focused on something specific in the information, e.g., a claim made about the product.
The scale is composed of three, five-point Likert-type statements assessing the degree to which a customer believes a business has policies which indicate it has its customers' best interests in mind.
The scale is composed of three, seven-point Likert-type statements that are used to measure the degree to which a person believes that privacy and financial transactions are adequately protected by a particular website.
The scale is composed of three statements that measure the degree to which a person believes a particular website has visual cues that indicate it is secure and meets certain business standards.
The level of trust a customer expresses having with a certain website, with emphasis on the information it provides, is measured using three items.
The scale uses eleven, seven-point semantic differentials to measure the degree to which a person believes that the information provided at a website is unbiased and trustworthy.
The scale has three, seven-point Likert-type statements that are supposed to measure an aspect of a person's attitude about a website having to do with the degree to which a product was described accurately and then delivered as expected.
