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Scale Reviews

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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


This scale is used to measure the degree to which a customer expresses intent to continue doing business with a particular service organization. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint. Four, five-point Likert-type items compose the scale.

Twenty-four items in six subscales use a nine-point response format to measure the degree to which a consumer perceives that a particular salesperson engaged in behaviors that reflected sincere concern for the customer´s needs rather than just trying to make a sale.

Three Likert-type items measure the degree to which a customer is satisfied with the interaction he or she has had with a particular salesperson.

This seven-item, five-point Likert-type scale measures the degree to which a customer perceived a salesperson to have been friendly and helpful. Williams and Spiro (1985) viewed this scale as measuring the interaction-oriented dimension of customer communication style, which stresses enjoyment and maintenance of personal relationships to the possible extent of ignoring the task at hand.

This is an eight-item, five-point Likert-type scale measuring the number of times a customer indicates having been contacted by his/her agent in the previous two years. Crosby and Stephens (1987) used the scale with policy owners and asked them to respond with regard to their insurance agents.