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Testimonial

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

consistency

The scale uses four, five-point items to measure the degree to which an adolescent thinks his/her parents are inconsistent in their restriction of the time he/she can spend with television, movies, and video games that contained too much violence.

The scale uses three, seven-point semantic differentials to measure how well two objects are considered to fit each other and be compatible.

Six, five-point Likert-type items are used to measure a person’s desire to experience consistency and stability at the current time rather than change.

Employing four statements, the scale measures the degree to which a customer believes that each part (employee, department, partner) of a particular service provider works “in concert” and as one to smoothly provide service to him/her.

With four items, this scale measures how similar a brand extension is to its parent brand and the appropriateness of launching it.

Using three, five-point Likert-type items, the scale measures the degree to which a brand extension is similar to its parent brand in satisfying the same needs, being used in the same situations, and have common physical features.

The scale has three, five-point Likert-type items that measure the degree to which a brand extension is consistent with its parent brand, particularly in terms of image.

Using three statements, the scale measures a consumer's belief that the look and feel of shopping-related websites affect the sense of their quality.  As currently phrased, the items are not specific to a particular website but rather to shopping sites in general.

Using three, nine-point Likert-type items, the scale measures the degree to which a person views another person as having beliefs that are  consistent with his/her own.

The scale is composed of six statements measuring the utility resulting from the perceived quality and anticipated performance of a particular brand of a product. One way the scale is distinguished from that of a satisfaction scale is that it could be applied at various stages during the purchase decision process whereas satisfaction is usually measured after the decision.