The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
quality
Three, seven-point semantic differentials are used to measure how well made a particular company’s products are believed to be.
Five semantic differentials compose the scale and measure facets of a food product’s quality and taste.
The scale has three, seven-point Likert-type items that measure the degree to which a consumer believes that what is received when buying a good or service is greater than what is given up.
Five, seven-point Likert-type items are used to measure a consumer’s judgement of a product’s quality and the enjoyment it would bring. As written, the implication of some items is that the consumer has not experienced the product yet. In that sense, the scale measures anticipated value.
With three, seven-point semantic differentials, the scale measures the degree to which a customer believes that, in general, the prices of a company's products are appropriate given the value of the products.
A customer’s beliefs regarding the anticipated quality of a company’s branded goods or services (before he/she has experienced the product) is measured with three, ten-point items.
The scale is composed of four, nine-point Likert-type items that measure a consumer’s belief that a particular retailer is quality conscious and the products it sells are well made.
A customer’s attitude regarding a particular online retailer’s tendency to deliver products in an acceptable period of time is measured using three, five-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 scale has three, five-point items that measure the extent to which a customer feels safe in his/her transactions with a particular online retailer because of the belief that it has implemented adequate safety measures.
