Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
concern
The degree to which a person is troubled about use of the web because of privacy concerns as well as "spam" (unwanted solicitations) is measured using three, five-point Likert-type statements.
Four statements and a seven-point response scale are used to assess a person's concern about activities a company is engaged in that are the basis for a boycott it is experiencing.
Fourteen, seven-point Likert-type items are used to measure a customer's attitude regarding the degree to which a store values one's business and cares about one's well-being.
Ten, five-point items are used to measure the quality of service perceived to be provided by a particular organization as it pertains to employee-related activities and customer interactions.
Four items and a nine-point response format are used to measure the level of caring and attention a person thinks a company exhibits toward its customers, particularly through its employees, compared with the desired level (the performance level the company can and should deliver).
The scale has four, seven-point Likert-type items that are used to measure the degree to which a customer perceives a salesperson was truly listening to him/her based on the responses the salesperson made.
The scale is composed of four, seven-point Likert-type items intended to measure the degree to which a customer believes a salesperson was paying close attention to verbal and nonverbal cues he or she was sending during the sales encounter.
Five, seven-point Likert-type items are used to measure the degree to which a customer believes that a salesperson was listening to him/her, trying to understand his/her needs, and asked for more information when necessary.
The scale uses four, seven-point statements with a Likert-type response format to measure the perceived courtesy and respect a customer is given when resolving a conflict with a retailer.
Five, five-point Likert-type statements are used to measure the degree to which a customer perceives a salesperson to have greater interest in self than in the customer. Williams and Spiro (1985) viewed this scale as measuring the self-oriented dimension of customer communication style, which stresses a lack of empathy and interest in self more than others.
