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Scale Reviews

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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA


Using three, five-point Likert-type items, this scale measures the quality of a product with the focus on the improvement it makes in one's productivity.  The scale is best suited for a innovation which has benefits of a functional nature as opposed to hedonic or social.

Three, five-point Likert-type items are used in this scale to measure the degree to which a customer believes his/her involvement in the service process produced a better relationship with the service provider.

The scale measures the degree to which a customer believes he/she receives better quality service due to his/her involvement in the service process.  Five, five-point Likert-type items compose the scale.

The scale measures the degree to which a consumer believes a product he/she designed is attractive and desirable, Two slightly different versions of the scale were used by Moreau and Herd (2010; Moreau 2012).  Both versions used six items with a nine-point response format.

The degree to which a person believes that brands made in his/her country are of higher quality and more associated with domestic consumption than foreign brands is measured with five, semantic-differentials.

This scale uses three, seven-point Likert-type items to measure the degree to which a person believes that a particular website is the simple to use and fast.

This scale has six, seven-point Likert-type items that measure a person's attitude regarding the degree to which a particular website can be counted on to provide accurate information about products and their prices as well as to deliver orders as promised.

The degree to which a person believes that a particular website is safe and protects customer information is measured in this scale with three, seven-point Likert-type items.

The scale is composed of six statements measuring the utility resulting from the perceived quality and anticipated performance of a particular brand of a product. One way the scale is distinguished from that of a satisfaction scale is that it could be applied at various stages during the purchase decision process whereas satisfaction is usually measured after the decision.

The scale uses five, seven-point Likert-type items to measure a customer's belief that it is easy to do business with a company because of the helpfulness of its employees.