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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

behavioral

Three, seven-point Likert-type items are used to measure a customer’s intention to purchase a specified good or service from the same specified business in the future as purchased from in the past.  Given the phrasing of the items, the scale might also be viewed as a measure of commitment or attitudinal loyalty.

The scale has three, seven-point items that measure the degree to which a person has shared information with another person in order to help and prepare him/her for a particular “experience.”

With three, seven-point items, the scale measures the degree to which a person shared information with another person in order to improve that person’s attitude about him/herself.

The scale has four, five-point items that measure how much a person uses social media by tweeting, posting comments, and following others’ posts.

Using three, seven-point items, the scale measures the degree to which a person is inclined to complain about a specified entity to other people.  As currently phrased, the scale makes the most sense for use with a hypothetical scenario rather than as feedback about an actual event that has already occurred.

The degree to which a person buys products that he/she believes help develop a sense of refinement and sophistication is assessed with four, seven-point Likert-type items.

The scale has three, seven-point Likert-type items that measure a person’s desire to remain a customer of a retail business and willingness to pay more rather than buying from the competitors.

The scale uses seven, five-point items to measure the willingness and tendency of a member of a customer ideation group to create product ideas by integrating and combining his/her own thoughts with those of others in the group.

The likelihood of a consumer seeking out and trying to buy a particular product or brand of product is measured in this scale with five, seven-point semantic differentials.

With three, seven-point Likert-type items, the scale measures the degree to which a person’s support of a particular organization is based on its community involvement and charitable activities.