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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

opportunities

The belief that there are opportunities for anyone to make economic progress and be successful through hard work is measured with five, seven-point Likert-type items.

The degree to which a person believes his/her future is open with many opportunities is measured using ten, seven-point Likert-type items.

How much a person thinks about the opportunity cost of buying products in terms of foregoing the purchase of other products, is measured in this scale with three, six-point Likert-type items.

The degree to which a person believes a deal that has been offered to him/her was limited to just a few customers and not widely available to other customers is measured with four, nine-point semantic differentials.

Three, nine-point items are used to measure a person's motivation to pursue a limited option with greater determination than he/she otherwise would have.

The scale is composed of three, five-point Likert-type items that measure the degree to which a consumer wishes that he/she could stock up on more grocery item specials but is not able to because of limitations in storage space and money. Talukdar (2008) referred to the scale as perceived inventory holding cost.