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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

privacy

Using three, five-point Likert-type items, the scale measures a customer’s overall attitude toward the security and privacy facets of a particular retailer’s website.

The clarity with which a person understands what a particular company does with the data it has on its customers is measured with four, seven-point semantic-differentials.

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.

Five, seven-point Likert-type items measure a customer’s attitude regarding his/her susceptibility to being harmed because of the personal information collected by a company.

The extent to which a person believes that he/she was able to control the level of privacy experienced in a particular situation is measured using four, seven-point, Likert-type items.

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.

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

The scale has four, seven-point Likert-type items that measure the degree to which a person believes that a company uses his/her customer information in an ethical manner.

Using four, seven-point Likert-type items, the scale measures the degree to which a person is sensitive about the way companies handle personal information because he/she believes privacy is very important.