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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

Customer Orientation of the Salesperson

The scale is composed of four, seven-point Likert-type items that measure how much a customer believes that a particular salesperson tried to learn the needs and offer products that would satisfy the person.