Five, five-point Likert-type items are used to measure a customer's perception of a store's policies that make it more advantageous for people to shop there, such as carrying high-quality products, having convenient parking and hours, and taking credit cards.
The Marketing Scales Handbook is indispensible 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.
