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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

retail

A six-item, three-point scale is used in measuring a consumer's satisfaction with the retail placement aspects of a specified product.

This is a three-item, five-point Likert-type scale measuring the degree to which a consumer considers the prices charged by a store to be an important issue.

Four, five-point Likert-type items are used to measure store-related attitudes with an emphasis on the stated tendency to limit shopping to a few stores with which the respondent is familiar.

This is a four-item, six-point, Likert-type scale measuring a shopper's innovativeness, particularly in relation to stores and brands. It was referred to as shopping innovation by Hawes and Lumpkin (1984).

A 13-item, seven-point Likert-type scale is used to measure a consumer's attitude about a store, especially those with salespeople.

This five-item, six-point, Likert-type scale measures a consumer's attitude about shopping at local stores. It was referred to as negative attitude toward local shopping by Hawes and Lumpkin (1984) because items were scored such that higher scores implied more negative attitudes.