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.
telephone
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 three, seven-point Likert-type items in this scale measure the degree to which a person believes that the ability to access the Internet with a mobile device gives him/her spatial flexibility. As currently phrased, the implication in the items is that the person is experienced using an Internet-enabled mobile phone.
It is a three-item, five-point Likert-type summated ratings scale measuring the one's attitude about direct marketing activities being aimed at him/her.
The scale is composed of three, nine-point Likert-type statements that measure the extent of a person's plans to engage in activities related to traveling to a specific vacation destination.
This is a seven-item, six-point, Likert-type scale that measures a person's interest in shopping at home by phone or mail.
