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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

promotions

This Likert-type scale measures how much a consumer believes that two products that have been promoted together are associated because they are used together by consumers.

Three, nine-point items measure the extent to which a consumer likes a particular offer and thinks it is good.  Typically, the measure would be used with respect to an opportunity to buy a product for a certain price.

The appeal of a price-related sales promotion in a particular business (store or company) is measured with three, seven-point Likert-type items.

The scale has three, seven-point semantic differentials that measure how large a consumer considers a particular discount on a product’s normal price to be.

A consumer’s response to an offer of something of value is measured with five, seven-point semantic differentials.  The emphasis is on one’s affective reaction to the offer.

The scale uses three, seven-point Likert-type items to measure a consumer's subjective knowledge of the prices charged by stores for similar products and an understanding of their various price-related specials. 

With three items, the scale measures the degree to which a consumer believes a lot of effort was spent after a purchase in activity intended to benefit from a price-matching offer.

The importance a shopper places on an online store having deals, sales, and new products is measured in this scale using three, seven-point items.

The three item scale measures the extent to which a consumer believes that a lot of effort was spent before a purchase in activity intended to help qualify for the benefit of some type of sales promotion, e.g., collecting coupons to receive price discounts.

Three statements are used in this scale to measure the degree to which a person believes that he/she should receive a certain discount that is part of some promotion.