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Scale Reviews

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The Marketing Scales Handbook is indispensable 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

Attractiveness of Competitors

Five, seven-point Likert-type statements are used to measure the degree to which a customer believes that competiting service providers could do a better job than one's current service supplier.