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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

retailer

The scale has three, five-point Likert-type items that measure a person’s overall attitude toward the customer service dimension of a particular retailer’s website.

Three, five-point Likert-type items are used in this scale to measure a customer’s overall attitude toward the design of a particular retailer’s website.

A customer’s overall attitude toward the order fulfillment dimension of a particular retailer’s website is measured with three, five-point Likert-type items.

Using three, five-point Likert-type items, the scale measures a customer’s overall attitude toward the security and privacy facets of a particular retailer’s website.

Using four, nine-point items, the scale measures the degree to which a consumer considers a retailer to be close and tangible rather than distant and abstract.  As an example of the construct, a retailer that only has a website would likely be viewed by consumers as more psychologically distant than a brick-and-mortar store that is physically close to them.

Three, nine-point Likert-type items measure a person’s stated likelihood of buying a particular product/brand from a particular retailer if he/she was in the market for the product.

The scale is composed of four, nine-point Likert-type items that measure a consumer’s belief that a particular retailer is quality conscious and the products it sells are well made.

The degree to which a person believes a particular retailer could be reliable and depended upon is measured with four, nine-point Likert-type items.

Six semantic differentials are used to measure a consumer’s attitude about a retailer, with the emphasis on beliefs that could be considered most relevant when comparing online retailers.

The scale has four, seven-point Likert-type items that measure the degree to which a person has an affective connection to a particular location-based place.