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Scale Reviews

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Testimonial

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

Ease of Use

The scale has three, seven-point Likert-type statements that measure the degree to which a consumer believes that a good or service is free from effort when being used. Meuter et al. (2005) referred to this scale as complexity because they were studying the five key characteristics thought to influence adoption of innovations (Rogers 2003).