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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

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The degree to which something is perceived to perform well as it is intended to do is measured with three, seven-point Likert-type items. As used by Van Dolen, Dabholkar, and Ruyter (2007), consumers were evaluating a chat-based service for gathering information about investment funds from other customers and a financial advisor.

The scale uses seven questions with a six-point response format to measure the degree to which a person believes that one organization is more moral than another. As structured by Reed, Aquino, and Levy (2007), two specific companies were identified for respondents and they had to compare them in terms of their morality-related characteristics.

Four, seven-point items are used to measure the degree to which a person believes that one act is more moral than another. As structured by Reed, Aquino, and Levy (2007), two specific acts were identified for respondents and they had to compare them in terms of their morality.

Three, seven-point Likert-type items are used to measure what a customer focuses on after a store pays him/her a refund as part of its low price guarantee (LPG). Specifically, the scale measures the extent that a customer focuses on the part of the LPG that signals consumers that they will be monetarily compensated if a lower price is found for the same product.

This four item, seven-point Likert-type scale is intended to measure what a customer focuses on after a store pays him/her a refund as part of its low price guarantee (LPG). Specifically, the scale measures the degree to which a customer focuses on the "information" function of a LPG, such that the LPG is a signal to consumers about the location of a retailer's price point among those in the market.

This seven item, seven-point Likert-type scale measures the degree to which a person views various online activities as potential threats to one's security and/or privacy, particularly when buying products.

Four, five-point Likert-type items are used to measure a person's belief that a business will engage in behaviors in such a way that it deceives and harms customers.

The scale is composed of three, seven-point Likert-type statements that measure a customer's attitude about providing personal information to a person or organization.

Four, seven-point Likert-type items are used to measure a person's beliefs regarding the degree to which those who are in charge of a particular business know what they are doing and are good at it.

The scale is composed of three, seven-point Likert-type statements that measure a customer's enduring desire to continue a relationship with a retailer as well as the willingness to sustain the relationship over time.