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.
quality
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.
Composed of three, five-point Likert-type items, the scale measures the degree to which a consumer believes that a particular website, most likely an online retailer, provides ways for customers to reach them and even speak with a live representative if desired.
The scale has three, five-point Likert-type items that measure the degree to which a customer believes that products he/she purchased from a particular online retailer arrived in acceptable condition, with no major damage.
With three, five-point Likert-type items, the scale measures a customer’s belief that a particular online retailer delivers exactly what customers have ordered.
