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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

interaction

Composed of five, seven-point items, the scale measures how much a consumer thinks about an interaction from the provider’s viewpoint and how the interaction, such as a purchase, affects that person. 

How much a person believes he/she and a partner had a strong and happy interaction at a certain time in the past is measured with five, seven-point Likert-type items.  The time period is not specified in the items and should be stated in the instructions. 

Eight, seven-point items are used to measure the degree to which a customer believes his/her business relationship with a particular person is more communal vs. more exchange in nature.

With four Likert-type items, the scale measures how much a consumer considers multiple touchpoints as sharing a common brand theme.

Three, seven-point Likert-type items measure how much a person describes him/herself as talkative and gregarious.

Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with a vlogger (video blogger) and thinks of that media personality as a friend.

Three semantic differentials are used to measure whether a customer has more of a communal relationship or an exchange relationship with a business or employee.  In the scale, a communal relationship is informal and like a family whereas an exchange relationship is formal and purely transactional.

With three items, this scale measures a consumer’s belief that a brand expresses interest in being part of one’s life.

This three-item scale measures the belief that a brand is attempting to build a sense of closeness between itself and the consumer (the respondent).

The Likert scale has eight, five-point items that measure how much a person has had an experience in a virtual environment which allowed interaction with a simulated representation of a product.