B2B Marketing & Sales Scales
48 validated scales · all free to use
Scales for business-to-business marketing, purchasing and sales research. The domain covers buyer-supplier relationships, supplier flexibility and product quality, active monitoring of supply markets, logistics service quality, multichannel and channel management, and purchasing behaviour. A substantial group of scales measures salesperson perceptions and behaviour, including causal attributions for successful and unsuccessful sales calls, sales force steering, innovation selling and political skill adapted for sales contexts. These instruments are typically completed by managers, buyers or salespeople rather than end consumers, and most report reflective measurement models from organisational samples.
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All B2B Marketing & Sales scales (A–Z)
A B C E H I L M N O P Q R S T V A
B B2B Relational Orientation Scale (RO) Zakrzewska-Bielawska, A., Czakon, W. and Kraus, S. · 2023 · 30 items · α 0.74-0.95 across nine sub-factors (see notes for full breakdown; two of three top-level dimensions clear 0.85+ throughout, the third sits at 0.74-0.78) C Company Sales Success Scale (CSS-FL) Fürst, A., Leimbach, M. & Prigge, J-K. · 2017 · 6 items · α .91 Customer Adaptiveness Scale (CA) Panagopoulos, N. G., Rapp, A. A., & Ogilvie, J. L. · 2017 · 5 items · α 0.85 Customer Cross-Channel Buying Scale (CCCB) Fürst, A., Leimbach, M. & Prigge, J-K. · 2017 · 4 items · α .85 Customer Heterogeneity Scale (CH-FL) Fürst, A., Leimbach, M. & Prigge, J-K. · 2017 · 3 items · α .84 Customer Orientation of Integration Scale (COI) Homburg, C., & Bucerius, M. · 2005 · 3 items · α 0.93 Customer vs Product Orientation of Marketing/Sales Unit (CPOMS) Homburg, C., & Jensen, O. · 2007 · 3 items · α 0.88 E
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M Magnitude of Cost Savings Scale (MCS) Homburg, C., & Bucerius, M. · 2005 · 9 items · α 0.85 Multichannel Cooperation Scale (MCC) Fürst, A., Leimbach, M. & Prigge, J-K. · 2017 · 5 items · α .89 Multichannel Segment Differentiation Scale (MCSD) Fürst, A., Leimbach, M. & Prigge, J-K. · 2017 · 4 items · α .81 Multichannel Task Differentiation Scale (MCTD) Fürst, A., Leimbach, M. & Prigge, J-K. · 2017 · 4 items · α .82 N Negotiation Risk Alavi, S., Habel, J., Schwenke, M., & Schmitz, C. · 2020 · 3 items · α 0.89 O Opportunism Hock, S.J., Bagchi, R., & Anderson, T.M. · 2020 · 3 items · α 0.94 Order Accuracy (ORA) Mentzer, J. T., Flint, D. J., & Hult, G. T. M. · 2001 · 3 items · α 0.89 Order Condition (ORC) Mentzer, J. T., Flint, D. J., & Hult, G. T. M. · 2001 · 3 items · α 0.85 Order Discrepancy Handling (ODH) Mentzer, J. T., Flint, D. J., & Hult, G. T. M. · 2001 · 3 items · α 0.89 Order Release Quantities (ORQ) Mentzer, J. T., Flint, D. J., & Hult, G. T. M. · 2001 · 3 items · α 0.85 Ordering Procedures (ORP) Mentzer, J. T., Flint, D. J., & Hult, G. T. M. · 2001 · 2 items · α 0.86 P Personnel Contact Quality (PCQ) Mentzer, J. T., Flint, D. J., & Hult, G. T. M. · 2001 · 3 items · α 0.95 Political Skill Inventory – 12-Item Sales Adaptation (PSI-12) Bolander, W., Satornino, C.B., Hughes, D.E. & Ferris, G.R. · 2015 · 12 items · α CR .873 Q
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S Salesperson Agreeableness Perception Burchett, M. R., Murtha, B., & Kohli, A. K. · 2023 · 6 items · α 0.94 Salesperson Behavioral Intention Scale – Successful Sales Call (SBIS-S) Dixon, A.L., Spiro, R.L. & Jamil, M. · 2001 · 15 items · α .77–.94 (by subdimension) Salesperson Behavioral Intention Scale – Unsuccessful Sales Call (SBIS-F) Dixon, A.L., Spiro, R.L. & Jamil, M. · 2001 · 15 items · α .88–.96 (by subdimension) Salesperson Care for Company Property Burchett, M. R., Murtha, B., & Kohli, A. K. · 2023 · 4 items · α 0.93-0.98 Salesperson Causal Attribution Scale – Successful Sales Call (SCAS-S) Dixon, A.L., Spiro, R.L. & Jamil, M. · 2001 · 15 items · α .83–.93 (by subdimension) Salesperson Causal Attribution Scale – Unsuccessful Sales Call (SCAS-F) Dixon, A.L., Spiro, R.L. & Jamil, M. · 2001 · 15 items · α .89–.94 (by subdimension) Salesperson Empathy Perception Burchett, M. R., Murtha, B., & Kohli, A. K. · 2023 · 3 items · α 0.89 Salesperson Respect Toward Other Customers Burchett, M. R., Murtha, B., & Kohli, A. K. · 2023 · 4 items · α 0.92-0.98 Salesperson Respectfulness Burchett, M. R., Murtha, B., & Kohli, A. K. · 2023 · 4 items · α 0.94 to 0.98 across studies Salesperson Solution Involvement Scale (SSI) Panagopoulos, N. G., Rapp, A. A., & Ogilvie, J. L. · 2017 · 18 items · α 0.97 Salesperson’s Attention to the Customer Packard, G., & Berger, J. · 2021 · 6 items · α 0.95 Satisfaction with the Salesperson Ryari, H., Alavi, S., & Wieseke, J. · 2021 · 3 items · α 0.95 Speed of Marketing Integration Scale (SI-MA) Homburg, C., & Bucerius, M. · 2005 · 8 items · α 0.82 Supervisor Appreciation for Innovation-Sales Results Scale (SAIS) Hohenberg, S. & Homburg, C. · 2016 · 4 items · α .97 Supervisor Support for Innovation Selling Scale (SSIS) Hohenberg, S. & Homburg, C. · 2016 · 5 items · α .94 Supplier Flexibility Scale (SFS) Cannon, J.P. & Homburg, C. · 2001 · 4 items · α .84 T
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