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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

Convenience of the Transaction (Digital)

The extent to which a person believes that a particular piece of technology makes it easy to conduct a business activity from home is measured in this scale with four, seven-point Likert-type items.  The implication is that such transactions were previously only possible in person. Collier and Sherrell (2010) used the scale with a self-service technology (SST) but it appears to be amenable for use in a wider context.