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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

satisfaction

This twenty-four-item, six-point scale measures the degree to which a consumer perceives that salespeople engage in behaviors aimed at increasing long-term customer satisfaction rather than have low concern for customer's needs. The scale could be viewed as a measure of consumers' attitudes toward salespeople in general, but the emphasis is certainly on whether salespeople are focused most on making sales or on satisfying customer needs.

Twelve, seven-point Likert-type items are used to measure a customer's view of the interaction that occurred between him/her and an employee of a service provider as it pertains to the degree to which the employee was viewed as being polite and helpful. In the study by Winsted (1997), respondents were asked to think of a recent encounter with a waiter or waitress in a restaurant.

Twenty-four items in six subscales use a nine-point response format to measure the degree to which a consumer perceives that a particular salesperson engaged in behaviors that reflected sincere concern for the customer´s needs rather than just trying to make a sale.

Three, seven-point Likert-type items are used to measure a customer's global satisfaction with the shopping experience at a particular store.

Four, seven-point semantic differentials are used to measure a person's level of satisfaction with some person, place, or thing.

A six-item, seven-point Likert-type scale is used to measure the degree to which a person who has just been involved in an activity, such as a river rafting trip, thinks that it was a good experience and worth the price.

A consumer's degree of satisfaction with some stimulus is measured with the various versions of this scale.  The scale has been applied to insurance agents, a service policy, and an insurance agency (Crosby and Stephens 1987); shopping (Eroglu and Machleit 1990); and a camcorder (Spreng, MacKenzie, and Olshavsky 1996).

Four, seven-point items are used to measure the degree to which a patient expresses satisfaction with his or her recent stay in a hospital. The scale is intended to be an overall measure of satisfaction rather than a measure of any particular aspect of a hospital.

Three, seven-point Likert-type statements and one seven-point bi-polar adjective are purported to measure the degree to which a consumer is pleased overall with the services performed by some specified company with which he or she apparently had experience.

A three-item, seven-point Likert-type scale is used to measure the degree to which a person who has just been involved in a service activity thinks that the one providing the service went beyond what was expected and gave something extra. The activity studied by Price, Arnould, and Tierney (1995) was a river-rafting trip and the river guide was the service provider being evaluated by the customers.