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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

responsiveness

A person’s beliefs about the degree to which he/she is prone to changing attitudes or having them changed is measured with sixteen, seven-point Likert-type items. 

This Likert scale measures a person’s admission that he/she was easily influenced by the message in a particular ad and had difficulty resisting it.  A seven- and a four-item version are discussed.  Although the scale was made for use with ads, it can be easily modified for use with other types of presentations such as political speeches, religious sermons, educational lectures, movies, etc.

The degree to which a person describes a person as having traits stereotypically associated with females is measured in this scale with three, five-point unipolar items.

The degree to which a child believes his/her relationship with a parent to be (or have been) encouraging and comforting is measured with four, five-point items.

The scale measures a customer’s evaluation of the rapport-building behaviors of a business’s frontline staff.  Versions with three and four items are provided.

The three item, seven-point scale measures the extent to which a person is in a state of indifference and lacks any particular emotion at that point in time.

Four, seven-point items measure the degree to which a person expects the information he/she is providing in a situation to become public or, at the other extreme, to be kept private.

A person’s belief that his/her statements regarding some issue will remain private rather than made public is measured using four, seven-point Likert-type items.

The extent to which shopping websites are viewed as loading fast and responding quickly to a shopper's actions is measured with three statements.  As currently phrased, the items are not specific to a particular website but rather to online shopping sites in general.

The scale uses four, five-point Likert-type items to measure a person's belief in the capabilities of another person to respond effectively to one's own participation in a relationship.  Although the statements are not specific to any particular activity or context, instructions could be used with the scale to make it more focused.