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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

Value of the Offer

Four items are employed to measure the perceived value of a deal given a certain product offered at a certain price. All of the studies employed seven-point response formats except Burton and Lichtenstein (1988; Lichtenstein and Bearden 1989) who used nine-point scales.

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