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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

Salesperson Listening (Evaluating)

Five, seven-point Likert-type items are used to measure the degree to which a customer believes that a salesperson was listening to him/her, trying to understand his/her needs, and asked for more information when necessary.