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Scale Reviews

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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

Value of the Offer

Seven-point Likert-type statements are used to measure the perceived value of a deal involving a certain product offered at a certain price. The product examined in the study by Urbany, Bearden, and Weilbaker (1988) was televisions and a three-item scale was employed. In the study by Grewal, Marmorstein, and Sharma (1996), a four-item version of the scale was used to evaluate a shirt.