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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

mobile

The scale is composed of four, seven-point Likert-type statements intended to measure the degree to which a person believes that using a mobile device for purchases and financial activities (banking, investments) is an efficient use of time compared to other means of doing it.

This scale uses three, seven-point Likert-type statements to measure a person's attitude regarding the degree to which a fit is perceived between one's service-related needs and use of the mobile medium to satisfy them.

A person's attitude regarding the extent of control he/she has over "transactions" conducted on a mobile device is measured with four, seven-point Likert-type statements. As used by Kleijnen, de Ruyter, and Wetzels (2007), the scale related to banking and brokerage activities but the items appear to be amenable for use with a wider range of negotiations and purchases.

This three-item, seven-point Likert-type scale is intended to measure the extent to which a consumer is dissatisfied with his/her decision in the past to respond to mobile advertising, with the emphasis being on regret for sending personal information to the advertisers.

The scale has three, seven-point Likert-type statements and measures a person's reasons for using the Internet with an emphasis on the ease with which it can be used.