Scale Reviews

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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.

Krista Holt

Senior Director, Research & Design, Vital Findings

Shopping Competitiveness

This five-item, seven-point Likert-type measure assesses a consumer's reported adeptness at and enjoyment of bargaining.

Key Words

attitudes, behavioral, deals, bargains, shopping

Newest Scale Reviews

Brand Concept Fluency

With four, nine-point Likert-type items, this scale measures a person’s belief that he/she... read more »

Brand Forgiveness

Four, nine-point Likert-type items are used to measure the extent to which a consumer would buy... read more »

Brand Preference Compatibility With Partner

The degree of compatibility a person believes he/she has with a “partner” regarding... read more »

Fit (Brand-Brand)

How well two brands are considered to be compatible and a good fit for co-branding a product or... read more »

The copyrights for the books sold here as well as the individual scale reviews and the website itself are owned by Dr. Gordon C. Bruner II. They are published and managed by GCBII Productions, LLC. Unless otherwise noted, copyrights of the scales themselves are uncertain. The overwhelming majority of the scales can be used without permission but citations of the original sources or some previous users are expected when reports, papers, or articles are written that refer to the measures. All purchases are final and non-refundable once documents have been purchased and downloaded.

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