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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

Salesperson's Attention to the Customer

Six, seven-point items measure how much a customer feels that a particular employee, such as a salesperson, was listening and understood what one was saying.  The emphasis of the items is on cognitive aspects of listening rather than behavioral.