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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

shopping

This Likert scale has three, five-point items that measure how much a technological application helps a customer shopping at an online store be more effective and, in particular, better evaluate a product.

Composed of three, seven-point Likert-type items, the scale measures how much a person believes that there were too many customers in a store.

The scale has four, seven-point Likert-type items that measure how important and fun shopping is to a person, in general.

With reference to a particular shopping trip and store, three, seven-point Likert-type items measure the extent to which a consumer left without making a purchase.

How much a consumer indicates that the purpose of a particular shopping trip was to look for new ideas and products is measured with three, seven-point items.

With three, seven-point Likert-type items, the scale measures how much a shopper believes that a store’s layout and arrangement of shelves make it difficult to find desired products.

With three, nine-point items, the scale measures a customer’s belief that the performance of a particular store or company met his/her expectations and that a good decision was made.

Using three, seven-point Likert-type items, the scale measures the extent to which a customer decides in a store to switch from accomplishing the intended goal to working on one or more other goals.  The goals themselves are not defined in the items themselves.  Further, the items do not specific whether the behavior is limited to a specific shopping trip or frequently occurs across stores and time. 

Three, seven-point Likert-type items are used to measure how easy and understandable a person believes a particular in-store shopping technology would be to use.  As currently phrased, the items are stated hypothetically because the respondent has only read about the technology.  The sentences could be easily changed to measure a shopper’s actual experience with the technology.

This three item Likert scale with a seven-point response format measures the degree to which a person believes that a particular in-store shopping technology would add value to the shopping experience.  As currently phrased, the items are stated hypothetically because participants will not actually have used the technology when responding to the scale but merely have read about it.  The sentences could be easily changed to measure a shopper’s actual experience with the technology.