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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

negotiation

The scale measures the degree to which a person who sold an item to a buyer experienced a feeling of completeness and closure due to the price that was negotiated.  Four, seven-point Likert-type items compose the scale.

With three, seven-point Likert-type items, the scale measures a customer’s belief that a particular deal he/she has negotiated with a business provides equal benefits for both parties.

Three, seven-point items compose the scale and measure how much a customer believes his/her best interests are guiding a particular salesperson’s efforts to solve one’s problem.

The degree to which a customer is pleased with the reduction in price that he/she was able to negotiate during a recent purchase is measured with three, seven-point Likert-type items.

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.

Five, seven-point items are used in this scale to measure the extent to which a consumer finds gratification in shopping online because of the ability to negotiate the price with the seller.  The scale was referred to as the online bidding/haggling motivation by Ganesh et al. (2010).

The scale uses several statements to measure the degree to which a person tends to resolve conflicts with his/her spouse by use of reason and negotiation rather than coercive means.

Three, seven-point items are used to measure the extent to which a person is pleased with the result of a particular event, e.g., bargaining.

Three, seven-point items are used to measure a buyer's perception of the difficulty an owner of a product appears to have had in accepting the terms of the offer to purchase the product.