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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

Acceptability of Choice Alternatives

Four seven-point Likert-type statements are used to measure the degree to which a customer believes there are acceptable alternative sources of a product. Although the scale was developed for use with a service provider it would appear to be amenable for use with sellers of physical goods as well. The measure was called attractiveness of alternatives by Jones, Mothersbaugh, and Beatty (2000).