You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

complaining

With three, seven-point Likert-type items, the scale measures the extent to which a person contacted some people or an organization that has legal expertise and may help with a complaint against a party.  (The party is not explicitly referred to in the scale but a fitting example would be a service provider.)

Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company.  The scale stem implies that the person is taking punitive action because of something the company has done.

With four, seven-point items, the scale measures a person’s stated likelihood of challenging an action taken by an organization that he/she disputes and even escalating the issue if necessary.

Using three, seven-point items, the scale measures the degree to which a person is inclined to complain about a specified entity to other people.  As currently phrased, the scale makes the most sense for use with a hypothetical scenario rather than as feedback about an actual event that has already occurred.

The extent to which a customer complained to friends, family, and others about a particular shopping experience is measured with three, five-point Likert-type items.

The subjective probability that a person will tell others about something is measured with three, seven-point semantic differentials.  The measure is “general” both in terms of what is being talked about as well as the favorability of the responder’s opinion (positive vs. negative).

A person’s intentions to not only complain directly to the company but also to news media and multiple levels of government is measured with five, seven-point Likert-type items.

Three, five-point Likert-type items are used to measure a person’s interpretation of a complaint made in a social medium as being more amusing than it was expressing a serious concern.

With three, five-point Likert-type items, the scale measures the degree to which a person interprets a complaint made in a social medium as expressing dissatisfaction because of a problem that has occurred.

A customer's likelihood of expressing criticism of a store and urging others not to shop there is measured with three items.