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Marketing Scales Handbook

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The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!

Bob Moritz

Marshfield Clinic Research Foundation

This Week's Newest Scale Reviews

Special Treatment from the Company

Using four, seven-point items, the scale measures the degree to which a person believes... read more »

Brand Experience (Intellectual)

The scale uses three, seven-point Likert-type items to measure the degree to which a consumer... read more »

Betrayal

The scale has three, seven-point Likert-type items that are used to measure the degree to which... read more »

Attitude Toward the Retailer (Credibility)

Five, seven-point Likert-type items are used to measure the degree to which a buyer believes... read more »

Affective Response to the Ad (Fear)

Three, seven-point uni-polar items are used in this scale to measure a person's fear-related... read more »

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All of the scales reviewed in the database are placed into at least one of these major categories. As an alternative to doing a keyword search, you can click on these category names and see what scales are related to them. Keep in mind that some of the categories have dozens of scale reviews while other categories contain hundreds.