Five, five-point Likert-type items are used to measure a customer's perception of a store's policies that make it more advantageous for people to shop there, such as carrying high-quality products, having convenient parking and hours, and taking credit cards.
As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
