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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam


Three, seven-point semantic differentials are used to measure how positively a consumer evaluates the quality of service provided by a specified entity such as a business, a government agency, or a university.

The quality of the meal served during a flight is measured with three, seven-point items.  As administered by Taylor and Claxton (1994), the survey (including this scale) was taken toward the end of the flight.

This five-item, seven-point scale measures several aspects of an airline flight experience so as to provide an overall sense of the perceived quality of the service.

Twelve, seven-point Likert-type items are used to measure a customer's view of the interaction that occurred between him/her and an employee of a service provider as it pertains to the degree to which the employee was viewed as being polite and helpful. In the study by Winsted (1997), respondents were asked to think of a recent encounter with a waiter or waitress in a restaurant.

This twenty-four-item, six-point scale measures the degree to which a consumer perceives that salespeople engage in behaviors aimed at increasing long-term customer satisfaction rather than have low concern for customer's needs. The scale could be viewed as a measure of consumers' attitudes toward salespeople in general, but the emphasis is certainly on whether salespeople are focused most on making sales or on satisfying customer needs.

Twenty-four items in six subscales use a nine-point response format to measure the degree to which a consumer perceives that a particular salesperson engaged in behaviors that reflected sincere concern for the customer´s needs rather than just trying to make a sale.

Three, seven-point Likert-type items are used to measure a customer's global satisfaction with the shopping experience at a particular store.

A consumer's degree of satisfaction with some stimulus is measured with the various versions of this scale.  The scale has been applied to insurance agents, a service policy, and an insurance agency (Crosby and Stephens 1987); shopping (Eroglu and Machleit 1990); and a camcorder (Spreng, MacKenzie, and Olshavsky 1996).

Four, seven-point items are used to measure the degree to which a patient expresses satisfaction with his or her recent stay in a hospital. The scale is intended to be an overall measure of satisfaction rather than a measure of any particular aspect of a hospital.

Three, seven-point Likert-type statements and one seven-point bi-polar adjective are purported to measure the degree to which a consumer is pleased overall with the services performed by some specified company with which he or she apparently had experience.