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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

satisfaction

The scale is composed of four, seven-point statements that are used to assess the degree to which a person reports having complained to a provider regarding some recent problem with the quality (or lack thereof) of service received. Whereas most scales have measured the likelihood of complaining in the future, this scale measures the degree to which it occurred in a past situation.

The scale measures the relative value of a specified brand to a consumer compared to similar competing brands due to its name (above and beyond its features and quality).  It is composed of four, five-point Likert-type statements.

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.