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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

appropriateness

Using four, seven-point Likert-type items, the scale measures the degree to which a customer believes that other customers in a particular service environment acted appropriately and pleasantly.

A consumer's attitude about the use of a brand name with a product in a different category than it has been known for is measured in this scale with three, nine-point items.

The degree to which a person has a favorable attitude regarding male homosexuality is measured in this scale with four, seven-point Likert-type items.

The degree to which a customer admits to deliberately behaving in ways that violated the generally accepted norms of conduct in a particular shopping situation is measured with four, seven-point Likert-type items.

The degree to which a customer reports being treated improperly by a business is measured in this scale using four, seven-point Likert-type items.

A person's admission to having been under the influence of some intoxicating substance and then behaving inappropriately in a hospitality-based environment is measured with five, seven-point Likert-type items.

Six, seven-point Likert-type items compose the scale and measure the degree to which a customer believes that the behavior of other customers in a particular store was inappropriate.

This is a four-item, six-point Likert-like scale purported to measure the participants' impressions of the ad.

Ten, five-point items are used to measure the frequency with which an adolescent reports engaging in behaviors that would be considered improper if not immoral by most adults.

Three statements with bi-polar adjective responses are used in this scale to measure a consumer's attitude regarding a marketer's motive for changing prices, i.e., was it a good/bad motive?