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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

deals

The scale uses three, five-point Likert-type items to measure the extent to which a consumer believes a brand is on sale a lot and not expensive.

Using three, nine-point items, the scale measures how much a consumer believes that a particular sales-related deal is so good that he/she is likely to purchase the product.

The degree to which a customer is pleased with the reduction in price that he/she was able to negotiate during a recent purchase is measured with three, seven-point Likert-type items.

The scale measures the degree to which a consumer anticipates feeling wrong if he/she does not purchase a product that is linked in some way to helping a particular charity.  Three, eleven-point Likert-type items compose the scale.

A consumer's expressed likelihood of going online to download a coupon for a product is measured in this scale with five, nine-point items.

A consumer’s response to an offer of something of value is measured with five, seven-point semantic differentials.  The emphasis is on one’s affective reaction to the offer.

The scale uses three, seven-point Likert-type items to measure a consumer's subjective knowledge of the prices charged by stores for similar products and an understanding of their various price-related specials. 

Three, five-point Likert-type items are used in this scale to measure the degree to which a person who has a special relationship with a business believes he/she receives special treatment in terms of pricing compared to those who do not have the same status.  The special relationship examined in Study 1 by Melancon, Noble, and Noble (2011) was season ticket holders of a professional sports team.

Four, seven-point items are used in this scale to measure whether a consumer prefers to receive one particular sales promotion offer rather than another.  The scale is structured for the choice to be made between just two different offers rather than several alternatives.

With three items, the scale measures the degree to which a consumer believes a lot of effort was spent after a purchase in activity intended to benefit from a price-matching offer.