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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

information

Three, seven-point Likert-type items are used to measure how much a person believes it is okay to give misleading or incomplete personal information to a company and that he/she is likely to do it.

With four, seven-point Likert-type items, the scale measures how much a person has confidence in the reliability with which a company handles the customer data in its possession.

The degree to which a person believes a particular website has interactive features which allow him/her to customize information is measured in this Likert scale with three, five-point items.

The five item, nine-point Likert scale measures a person’s belief that an advertisement uses a story-like format that communicates information about critical structural components such as who, what, where, and why. 

Four items are used to measure the degree to which a person reports focusing only on product-related information in a task and ignoring other information.

The extent to which a person believes there are benefits to a particular company having and using his/her personal data is measured with four, seven-point Likert-type items.

Using three, five-point Likert-type items, the scale measures a person’s attitude about the adequacy of the information provided at a particular website to meet his/her needs.

The degree of control one has over the personal information possessed by a company is measured with four, seven-point Likert-type items.

How much a customer trusts that an online retailer is protecting his/her personal information is measured using three, five-point items.

The degree to which a person expresses confidence in his/her ability to find information about a product in order to make a decision is measured with three, seven-point Likert-type items.  While this scale might be used with sources other than online, it seems to be most suited for that context.