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The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University


Seven-point Likert-type statements are used to measure a customer's thoughts regarding the degree of costs (time, money, and effort) that would be associated with changing service providers. Ganesh, Arnold, and Reynolds (2000) referred to their scale as a measure of dependence.

Three, five-point statements are used to assess the degree to which a person believes that changing service providers will involve losing economic benefits which had been earned over time with the previous provider, e.g., points, discounts, rewards.

The degree to which a person identifies with the image of his/her service provider is measured using three, five-point Likert-type statements. It is somewhat like a measure of company/consumer image congruity. As used by Burnham, Frels, and Mahajan (2003) in the context of switching service providers, the scale taps into the "loss" one perceives would be incurred by not being associated with the current provider's image anymore.

A customer's belief that a certain problem with respect to service delivery is typical is measured in this scale using three, seven-point semantic differentials.

Four, seven-point semantic-differentials are used to measure the degree to which a customer expects the cause of a service failure to persist over time. The scale was called attributions of stability by Hess, Ganesan, and Klein (2003).

The scale is composed of four, five-point items that measure the level of general satisfaction a consumer expresses towards a service provider, with an emphasis on how well the service provider is viewed compared to the ideal provider.

Three, ten-point semantic differentials are used to measure the level of general satisfaction a customer has with a certain service provider. The scale appears to combine aspects of disconfirmation with a comparison to the "ideal" provider.

The scale has three, seven-point Likert-type statements that are used to measure the degree to which it is believed that a business one has recently interacted with has resolved a particular problem in a satisfactory manner.

The scale is composed of four statements that measure the level of satisfaction a consumer believes he/she would experience if a certain set of events transpired.

Five, seven-point Likert-types statements are used to measure one's global attitude about his/her life. The measure seems to tap more into cognitive aspects of the attitude rather than the affective aspects.  Arnold and Reynolds (2009) used a three item subset of the scale.