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.
relationships
With four, seven-point Likert-type items, the scale measures how much a person has a sense of connectedness to others at a particular point in time.
How much an individual likes a certain person and is committed to a relationship with him/her is measured with eight, seven-point Likert-type items. Because of the phrasing of one item, the scale appears to be most relevant when the two people had the opportunity to “friend” each other on a particular social media website.
Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with vlogger (video blogger) and considers that media personality as if he/she were a friend.
The four item, seven-point, Likert-type scale measures how much a person wants to make some decisions in such a way as to make someone happy and indicate how much their relationship is valued.
Three semantic differentials are used to measure whether a customer has more of a communal relationship or an exchange relationship with a business or employee. In the scale, a communal relationship is informal and like a family whereas an exchange relationship is formal and purely transactional.
Three, five-point items measure how much a person believes a particular event or activity motivated him/her to think about forming relationships with other people.
How much a person is interested in learning more about another individual, being closer to him/her, and becoming his/her friend is measured with nine, seven-point items.
The degree of compatibility a person believes he/she has with a “partner” regarding brand preferences is measured with three, seven-point items.
The degree to which a customer believes a service provider is the best is because it understands his/her needs better than the others. The scale is composed of three, seven-point Likert-type items.
Four, five-point Likert-type items measure a customer’s degree of commitment and loyalty. The scale is general in the sense that it can be easily adapted for use with a variety of business entities such as a company, brand, store, or website.
