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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

dealer

The scale has four, seven-point Likert-type items that measure the degree to which a consumer has had a positive experience with the manufacturer and dealer in the purchase of some specified product. Srinivasan and Ratchford (1991) referred to the scale as experience with previous manufacturer or dealer.

The scale is composed of seven items with a five-point response format that measure a person's beliefs about the quality of maintenance and repair provided by a service provider.

Four items with a five-point response format are used to measure a person's attitude regarding the quality of the store/dealership in terms of the visual appeal of its interior.

Seven, five-point items are used to measure a person's attitude regarding the quality of a dealer based upon beliefs about specific services it provides.

Ten, seven-point items are used to measure a customer's level of satisfaction with several aspects of a relationship with a dealership where he/she has purchased a car.

This is a three-item, seven-point Likert-type scale measuring the degree to which a consumer describes a transaction with a dealer as being fair. The type of dealer studied by Oliver and Swan (1989) was for cars.