You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation


The scale is composed of three, seven-point statements that measure the degree to which a person views a loyalty program as being financially valuable, relevant, and desirable.

The scale is composed of four, seven-point Likert-type items that measure the degree to which a consumer has a positive attitude toward an offer in terms of its economic value.

Three statements with a seven-point Likert-type response format are used to assess the degree to which a consumer is a bargain hunter and enjoys searching for good deals.

The scale assesses the extent to which a consumer expresses an economic motivation in selecting stores such that stores are shopped at based on the prices and deals they have.

Three, seven-point statements are used to measure a consumer's attitude regarding the monetary costs a company will incur if it has high prices. In the study by Srivastava and Lurie (2004), the "costs" referred to a price matching guarantee that was described in a scenario that subjects read before completing the scale.

Four, seven-point Likert-type items are used to measure a consumer's belief that there is a positive relationship between product price and quality.

The scale uses Likert-type statements to measure the degree to which a consumer focuses on sales and trying to get the "best price."

Three Likert-type statements are used to assess a person's attitude about there being a positive relationship between price and quality.

Eight, seven-point Likert-type items measure a consumer's enjoyment of sales promotion deals and tendency to buy products associated with such offers. This measures a general tendency rather than the likelihood that the behavior occurs for any particular product category. Burton et al. (1998) and Lichtenstein, Netemeyer, and Burton (1995) referred the scale as general deal proneness while Garretson, Fisher, and Burton (2002) called it national brand promotion attitude.

The scale is composed of six, seven-point Likert-type statements that measure a consumer's attitude about private distributor brands. Not only does the scale capture a consumer's opinion of the general quality level of private brands but it also provides a sense of the consumer's tendency to buy them or not.