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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

price

A consumer’s belief that the price of a brand is reasonable and a good value is measured using three, seven-point Likert-type items.

This very simple three-item, seven-point Likert-type scale measures a person’s attitude about the price of a particular good or service with the emphasis on its acceptability.

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.

Using three, five-point Likert-type items, the scale measures the degree to which a customer believes a particular website has low prices on products and shipping.

The scale has three, seven-point Likert-type items that measure the degree to which a consumer believes that what is received when buying a good or service is greater than what is given up. 

With three, seven-point semantic differentials, the scale measures the degree to which a customer believes that, in general, the prices of a company's products are appropriate given the value of the products.

The scale uses three, five-point Likert-type items to measure the extent to which a consumer believes a brand is on sale a lot and not expensive.

The scale has three, seven-point semantic differentials that measure how large a consumer considers a particular discount on a product’s normal price to be.

Five semantic differentials are used in the scale to assess how cognitively and time demanding a customer considers a particular price format to be.

With three, seven-point Likert-type items, the scale measures the degree of knowledge a person has about the normal price level of a particular product category.