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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

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Ten, seven-point items are used to measure a customer's level of satisfaction with several aspects of a relationship with a dealership where he/she has purchased a car.

Three, seven-point Likert-type statements are used to measure the importance a consumer places on interacting with a real employee (as opposed to a machine) when receiving service.

Four, seven-point phrases are used to measure the extent to which a person believes the quality of key account-related personnel are important when choosing an advertising agency. As written, the scale does not measure a person's attitude toward a specific agency but rather the role this criterion should play in general when making a selection among agencies.

A consumer's sense of the helpfulness and attentiveness provided by employees at a store in which the customer has recently received service is measured with five, seven-point Likert-type statements.

The ten-item, nine-point scale attempts to measure a customer's perception of the performance-based quality of service provided by a specified organization. The items tap into several aspects of service quality but the emphasis is on the role played by employees.

An aspect of service quality is measured having to do with the extent to which a customer believes a service provider's employees have the requisite knowledge and skill to meet the customers' needs.  The scale has three, seven-point Likert-type statements.

Three, seven-point Likert-type statements are used to assess an aspect of service quality that has to do with the consumer's sense of the friendliness and positive demeanor expressed by the personnel with whom the customer has interacted.

The scale uses three, seven-point Likert-type statements to measure an aspect of service quality that has to do with the degree to which a customer believes a service provider's employees act quickly and with an understanding of customer's needs.

Four, five-point statements are used to measure the extent to which a customer expresses satisfaction with aspects of a service provider related to the quality of employee/customer interaction.

The scale is composed of three, five-point statements that are used to measure the extent to which a customer expresses satisfaction with the aspects of a service provider that are related to the convenience of conducting business with it.