This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
dependability
The scale has six items that are used to measure the degree to which a customer believes a particular salesperson is competent and has high integrity.
The degree to which a person believes a particular retailer could be reliable and depended upon is measured with four, nine-point Likert-type items.
Three, five-point Likert-type items are used to measure concerns a consumer has about a product. The concerns have to with uncertainty about the product’s benefits as well as its need for ongoing maintenance.
With three, nine-point Likert-type items, the scale measures how reliable and believable a consumer believes an online store to be. Given the phrasing of one of the items, the consumer has purchased a particular product from the store. To make the scale amenable for use with respondents who may not have purchased from the store, the item can be easily edited.
A person's attitude about the steadfast, trustworthiness of a company is measured with five items. The scale seems to be adaptable for a variety of business entities such as a store, a multi-store chain, a website, or a brand.
With five items, the scale measures a consumer's attitude about shopping online, with an emphasis on issues related to trust such as reliability and privacy. It does not measure a person's attitude about a particular website but rather, shopping online in general.
A customer's level of trust in a particular salesperson is measured with seven, seven-point Likert-type items.
The scale has five items that are used to measure a consumer's belief that a store is dependable, with an emphasis on the security of personal information and transactions.
A consumer's belief that a brand is dependable and has integrity is measured with eleven, seven-point items.
A person's belief that a particular brand is reliable and worthy of trust is measured in this scale with three, seven-point Likert-type items.
