Data Use Transparency Scale

What it measures

Measures the extent to which customers perceive a firm's data management activities as clear, open, and easy to understand. Derived from gossip theory, transparency is proposed as a suppressor of the negative effects of customer data vulnerability on violation and trust. Operationalised as a customer perception of the firm's data management communications.

Response format

7-point semantic differential (e.g., Unclear–Clear; Confusing–Straightforward)

Scale items

• The company's customer data management activities are: Unclear to me / Clear to me.
• The company's customer data management activities are: Confusing / Straightforward.
• The company's customer data management activities are: Difficult to understand / Easy to understand.
• The company's customer data management activities are: Vague / Transparent.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

New scale developed by Martin et al. (2017). Uses semantic differential response format. In Study 2 (event study), transparency was operationalised via content analysis of firm privacy policies (5-point count of whether firm explains opt-out policy, data capture, data use, third-party sharing, and provides privacy contact). Customer-level version uses this 4-item semantic differential.

Recommended companion scales

Citation

Martin, K.D., Borah, A., & Palmatier, R.W. (2017). Data privacy: Effects on customer and firm performance. Journal of Marketing, 81(1), 36–58.

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