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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

decision-making

The scale uses four, five-point items to measure a person’s tendency to put off making decisions and acting upon them.

The scale has three, seven-point Likert-type items that measure the degree to which a person is not pleased with the features he/she choose while customizing a product and would feel better if given the chance to change them.

Four, seven-point Likert-type items are used to measure the degree to which a person feels good about the way he/she customized a product for him/herself and would make the same decision again.

How much a person relies on his/her feelings in making decisions across situations is measured with seven, seven-point items.

Using three, five-point Likert-type items, the scale measures the degree to which a customer felt pressure from the employees of a retail establishment to quickly make a decision and finish activity there.

Using three, seven-point items, the scale measures how much a person feels undecided and doubtful about something he/she has done such as choice that was made.

The level of concern a consumer has about product quality, including the willingness to pay more to get it, is measured in this scale with four, five-point Likert-type items.  Three of the items are general with regard to product categories while one refers specifically to food.

Four, five-point Likert-type items are used to measure how much importance a consumer places on low prices when buying products.  Three of the items are general with regard to product categories while one refers specifically to food.

This six item, six-point Likert-type scale measures an individual difference characteristic that varies between people by how much weight is placed on “reason” versus “feelings” when making decisions.  Three of the statements refer to financial or product choice situations while the other three items are more general.

With three, nine-point items, the scale measures the time and effort a consumer reports spending to choose between options within a product category that were available in a store.