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.
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.
