Relative Advantage

What it measures

A three-item Likert-type scale designed to measure the degree to which a person believes that a product has advantages over other products with which it competes.

Response format

7-point scale

Scale items

• offers advantages that are not offered by competing products.
• is, in my eyes, superior to competing products.
• solves a problem that I cannot solve with competing products.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Internal consistency (alpha = .86) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Cooper, Robert G. and Elko J. Kleinschmidt (1987), "New Products: What Separates Winners from Losers?" Journal of Product Innovation Management, 4, 169–184.

Keywords