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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

legitimate

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

With four items, the scale measures the degree to which a product is believed to be genuine and original in some unstated way.  

Four, seven-point Likert-type items measure to what degree a person believes that a social standard of a particular group of people makes sense and is of benefit to them.  The norm is not stated in the items themselves and must be provided to participants some way.

Nine-point Likert-type items are used to measure a consumer’s belief that there is evidence that a particular product is genuinely a particular brand rather than a fake or confusingly similar one.  A two- and a four-item version are provided.

A consumer’s belief that a particular product contains the legitimate and genuine character of a particular brand is measured with three, nine-point Likert-type items. The scale could also be referred to as measuring “contagion” or “transferred essence.”