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.
interaction
The extent to which a person would actively avoid interacting with others if he/she were in a certain physical environment is measured with three, seven-point items.
Using 13 Likert-type items and a 101-point response format, the scale measures the degree to which a person reports having one-way affiliation behavior and desires with a media celebrity.
With three, seven-point items, the scale measures the importance a person places on having friendly interactions with other participants of an online discussion thread.
Composed of three, five-point Likert-type items, the scale measures the degree to which a consumer believes that a particular website, most likely an online retailer, provides ways for customers to reach them and even speak with a live representative if desired.
Six, seven-point Likert-type items are used to measure how much a customer feels some control over the interaction with a salesperson by actively participating in a discussion of goods and/or services appropriate for his/her needs.
The scale uses three, ten-point questions to measure the degree to which a person thought about how he/she looked compared to a particular person with whom he/she interacted.
Using three, 10 point questions, this scale measures the degree to which a person thought about how he/she was being evaluated by a particular person with whom he/she had interacted. In this case, “evaluation” is meant more in the sense of being “sized-up” or judged rather than formal testing or professional diagnosis.
This seven item, 10 point Likert-type scale measures a type of social anxiety that primarily occurs as a result of interacting with other people.
A customer’s opinion of the influence he/she had to negotiate the purchase price with a salesperson in a particular situation is measured with three, seven-point semantic differentials.
The scale has three, seven-point Likert-type items measuring a customer’s belief that a salesperson tried to relate to him/her as a person and discussed other things than just the purchase.
