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Scale Reviews

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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

Attitude Toward Offshore Services (Customer/Foreign-Worker Disconnect)

With six items, this scale measures a person's belief that foreign customer service agents do not provide as good service as domestic workers do because the foreign workers do not understand domestic customers or the culture.