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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

purchase

This six-item, seven-point Likert-type scale measures how much a consumer is generally concerned about product prices, especially when they are viewed as “high.”

This scale has three, seven-point Likert-type items that measure how much a customer of a specified store (online or not) was satisfied with the product (unspecified) most recently bought there.

Six items are used to measure the belief that a particular salesperson engaged in questioning and answering in an attempt to convince one that he/she (the consumer) would benefit from a suggested product solution.

The scale has six items that measure the degree to which a consumer believes a particular salesperson with whom he/she has interacted tried to build a rapport and an emotional connection between them prior to or along with discussion of sales issues.

Using six items, the scale measures the belief that a particular salesperson with whom a consumer interacted used compliance tactics based on immediate, superficial factors (threats and promises) not directly related to the product itself.

How much a person has selected a particular way to buy or use a product in order to save money in the long-run is measured with three Likert-type items.

This three item, seven-point Likert-type scale measures the degree to which a customer gets bored always buying the same brands and, because of that, is motivated to shop for different brands.

Using four, seven-point Likert-type items, the scale measures a consumer’s belief that buying locally produced foods helps the community and it is important to him/her to support that.

With five, seven-point Likert-type items, the scale measures how much a person believes that thinking about his/her discretionary purchases would result in various negative feelings. 

The scale measures how much a consumer believes that it is awkward and uncomfortable to purchase a particular product when the behavior can be observed by others.  Based on the items, some of the embarrassment comes from the product itself while some is due to other people witnessing the purchase.  A five- and an eight-item version are described.