The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
compatibility
The degree of compatibility a person believes he/she has with a “partner” regarding brand preferences is measured with three, seven-point items.
How well two brands are considered to be compatible and a good fit for co-branding a product or event is measured with three questions and a 101-point response scale.
The degree to which a sponsoring entity and a sponsee are viewed as fitting together well is measured with three, seven-point semantic differentials. (A sponsee is the entity being sponsored, such as an event, an organization, or a cause.)
The scale uses three, seven-point semantic differentials to measure how well two objects are considered to fit each other and be compatible.
The degree to which a person believes that a set of employees work together well and stand for similar things is measured with four, seven-point Likert-type items.
The extent to which a customer believes he/she has good relationships with employees of a retail establishment is measured with three statements.
Nine, seven-point items are used to measure how close one feels to a particular person and how likely the person would fit in one’s “in-group.”
Four, seven-point semantic differentials are used to measure the extent to which a person believes another person is similar to him/herself in many ways.
This three item, Likert-type scale measures how well a person believes the advertisement for a certain product is suited for that product.
The extent to which a person reports feeling similar to a certain other individual is measured in this scale with three, seven-point items.
