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!
complexity
With five, seven-point bi-polar adjectives, the scale measures the degree of ease or difficulty with which a person is able to mentally process some information.
The scale is composed of three, seven-point Likert-type items that measure how much a person believes that a particular object looks complex.
How complex and time-consuming a task is considered to be is measured with three, seven-point Likert items.
The extent to which a customer believes that a store carries too many options within a product category of interest is measured in this scale using three, seven-point Likert-type items.
Five semantic differentials are used in the scale to assess how cognitively and time demanding a customer considers a particular price format to be.
Three statements are used to measure a person’s opinion of the degree of complexity in an assortment of some object due to the number of options available.
Five items are used to measure how ambiguous and chaotic a visual stimulus with multiple parts appears to be.
The level of exactitude a person believes was used in a particular advertising claim is measured with four, seven-point Likert-type items.
The scale uses three, nine-point Likert-type items to measure how complicated a person believes a certain task was that involved some degree of mathematical computation.
With three, seven-point unipolar items, this scale measures how challenging a task or process is considered to be.
