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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

satisfaction

Five, seven-point Likert-type statements are used to measure the degree to which a customer believes that competiting service providers could do a better job than one's current service supplier.

Five, seven-point Likert type items are used to measure a customer's attitude regarding the extent to which a website has been responsive to problems and shown that it cares, particularly in the post-sales phase of the purchase process (billing, delivery, returns).

The scale is composed of four, seven-point Likert-type statements measuring the degree to which a consumer believes that purchase of a product featured in an ad he/she has been exposed to would be risky.

This six-item, nine-point semantic differential scale measures what one is feeling at some point in time.  It was called mood by Ellen and Bone (1998) and used to measure the emotion evoked by an ad that participants were exposed to.

The scale is composed of four, seven-point Likert-type statements measuring the degree to which a consumer believes that the information provided in an advertisement facilitates an understanding of the product's quality.

The scale is composed of three, seven-point Likert-type statements that are used to measure the degree of satisfaction a client has with its advertising agency based upon the personal relationships with agency personnel.

The scale is composed of three, seven-point Likert-type statements that are used to measure the degree of disagreement and frustration that a client states having with his/her representative(s) at the company's advertising agency.

The scale is composed of four, seven-point Likert-type statements that are used to measure the degree of satisfaction a client has with its advertising agency based upon its work process and performance.

The scale is composed of three items intended to produce a overall evaluation of a customer's s satisfaction level. Given that the scale was created for use with a service encounter it may not be quite as suited for use as a satisfaction measure with respect to physical goods.

The scale is used to measure a person's satisfaction with a product after the selection/purchase has been made and probably after consumption/usage of the product has occurred. The context for the scale's usage was at the end of an experiment when subjects had made a selection between a variety of brands (Fitzsimons (2000; Huffman and Kahn 1998). The full version of the scale has six items whereas the abbreviated version has three.