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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

equity

With six, seven-point Likert-type items, the scale measures a consumer’s belief that the relationship he/she has with a service firm is based on the fulfillment of specified and quantifiable obligations in the short term.

The scale has three, seven-point Likert-type items that measure the degree to which a consumer believes that what is received when buying a good or service is greater than what is given up. 

With three, seven-point Likert-type items, the scale measures a customer’s belief that a particular deal he/she has negotiated with a business provides equal benefits for both parties.

The degree to which a consumer is committed to a company and believes the company knows what he/she wants is measured with three, seven-point Likert-type items. 

The scale uses three semantic differentials to measure how much a customer believes he/she was treated fairly by a business and as deserved.

The scale uses three, seven-point Likert-type items to measure one’s belief that it is fair for visitors to give something to a website in return for access to free content.

A consumer’s summary attitude about the advertising of all types that he/she has been exposed to with respect to a particular brand is measured with three, seven-point Likert-type items.

A consumer's belief in a brand's superiority over competing brands and willingness to pay more for it is measured using four statements.

The degree to which a customer considers his/her insurance premiums to be fair and reasonable given the service received is measured in this scale with three, seven-point Likert-type items.

This scale uses four, nine-point semantic differentials to measure a customer's attitude regarding the fairness of his/her treatment in a purchase transaction compared to what other customers were thought to have received.  The emphasis is on the quality of the deal received relative to what other customers got.