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Testimonial

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.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

reliability

Using three, ten-point items, the scale measures a customer’s evaluation of the quality of a brand's goods and/or services based on recent consumption experiences.

The degree to which a person believes a particular retailer could be reliable and depended upon is measured with four, nine-point Likert-type items.

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.

The scale has three, nine-point semantic differentials that measure how enduring and long-lasting a particular object is judged to be.  The scale appears to be most appropriate when used to describe physical objects (furniture, cars, electronics) rather than non-physical entities (emotions, faith, relationships).

Three, five-point Likert-type items are used to measure concerns a consumer has about a product.  The concerns have to with uncertainty about the product’s benefits as well as its need for ongoing maintenance.

Five, seven-point uni-polar items are used in this scale to measure how much a person describes someone or something as being skilled and reliable.

Three, seven-point Likert-type items compose the scale and measure the functional utility of a particular brand in a particular product category.

A consumer's belief that shopping websites are generally reliable and that Internet vendors can be trusted is measured using four items.  To be clear, the items are not specific to a particular website but rather to online shopping in general. 

With five items, the scale measures a consumer's attitude about shopping online, with an emphasis on issues related to trust such as reliability and privacy.  It does not measure a person's attitude about a particular website but rather, shopping online in general.

The scale has five items that are used to measure a consumer's belief that a store is dependable, with an emphasis on the security of personal information and transactions.