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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

brand

Four, seven-point Likert-type items measure a person’s stated likelihood of buying a brand due to its sponsorship of something such as event or cause.

With four, nine-point Likert-type items, this scale measures a person’s belief that he/she has a clear idea of what a particular brand is about and where it is headed in terms of the types of products it will offer in the future.

Four, nine-point Likert-type items are used to measure the extent to which a consumer would buy a brand again despite having had a bad experience with it.

The degree of compatibility a person believes he/she has with a “partner” regarding brand preferences is measured with three, seven-point items.

How well two brands are considered to be compatible and a good fit for co-branding a product or event is measured with three questions and a 101-point response scale.

The scale has three, nine-point items that measure a person’s stated likelihood of sharing good information about a brand to others he/she knows.

Three, ten-point items are used in this scale to measure how well a customer’s experiences with a brand compare to his/her expectations and the ideal product.

A customer’s enjoyment of talking in various media about a particular brand is measured using four, five-point Likert-type items.

With four, five-point Likert-type items, the scale measures the degree to which a customer provides feedback to a company about his/her experiences brand’s products in order to help improve them or have new ones created.  The implication in the sentences is that this behavior is ongoing rather than a one-time event.

Four, five-point Likert-type items measure a customer's attitude toward his/her current and future purchases of the brand.