A four-item, seven-point semantic differential scale is used to measure a person's evaluation of a specified method of placing an order. The setting used by Dabholkar (1994) was ordering at a fast-food restaurant and two options were compared: touch-screen ordering versus verbally placing the order with an employee.
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.
