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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

fairness

Four items are used to measure the degree to which a customer believes that actions he/she took with respect to a failure by a business was effective in redressing the “balance” in the relationship.

Seven Likert-type items measure the degree to which a person believes that he/she is treated fairly, in general, and receives what is deserved.

This very simple three-item, seven-point Likert-type scale measures a person’s attitude about the price of a particular good or service with the emphasis on its acceptability.

Four, seven-point, semantic differentials measure how honest and legitimate something is believed to be.

The scale measures a consumer’s belief that if he/she was wronged in some way by a brand and/or some employees associated with it then the memories of the unfair behavior would be an obsession.  Six, seven-point Likert-type items compose the scale.

The scale has four, seven-point Likert-type items that measure the degree to which a person believes that a company uses his/her customer information in an ethical manner.

The scale uses four statements to measure a customer’s belief that a particular service provider does not exploit or deceive him/her in their business relationship.

The reasonableness and acceptability of a price is measured with four, seven-point semantic differentials.

With seven items, the scale measures the extent to which a person generally believes that people get what they deserve in life because “the world” is fair.

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.