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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 »