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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

equity

With six, seven-point Likert-type items, the scale measures a consumer’s belief that the relationship he/she has with a service firm is based on the fulfillment of specified and quantifiable obligations in the short term.

The scale has three, seven-point Likert-type items that measure the degree to which a consumer believes that what is received when buying a good or service is greater than what is given up. 

With three, seven-point Likert-type items, the scale measures a customer’s belief that a particular deal he/she has negotiated with a business provides equal benefits for both parties.

The degree to which a consumer is committed to a company and believes the company knows what he/she wants is measured with three, seven-point Likert-type items. 

The scale uses three semantic differentials to measure how much a customer believes he/she was treated fairly by a business and as deserved.

The scale has three, seven-point items that measure the extent to which a person believes at a particular point in time that social equality is important.

Six, seven-point items are used to measure the degree to which a person believes that those in his/her important reference groups (friends, family, co-workers) would approve if he/she donated to charities to help improve social equality.

Five items with a 100 point response scale measure the strength of a person’s belief that his/her donation to a particular charity will help recipients, with an emphasis on improving their social status.

The scale uses three, seven-point Likert-type items to measure one’s belief that it is fair for visitors to give something to a website in return for access to free content.

A consumer’s summary attitude about the advertising of all types that he/she has been exposed to with respect to a particular brand is measured with three, seven-point Likert-type items.