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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Creative Channel Services

Purpose

Our aim is to assist those researchers who are looking for precise and reliable measures for studying the thoughts and feelings of a group of people.  The primary feature of the site is the scales database, the world's largest source of consumer insight measures.  But, these are not just any run-of-the-mill survey questions; they are the best metrics available since they come from research that has been vetted and then published in the top scholarly journals that publish consumer insight research.  Because the results of studies using these measures have been published, it is possible to judge the quality of the measures and report it in the reviews that compose the books and database available here.  Our hope is that researchers will find it easier than in the past to build on the work of scholars and adopt their reliable measures rather than spending time themselves developing scales from scratch, or worse, using simplistic survey questions of dubious quality.

The ever-growing repository here has over 3,600 scale reviews at this time.  The measures are the type in which a score is calculated from responses to multiple items (e.g., survey questions).  This type of scale is much more precise than a 1-item measure when studying psychological constructs such as attitudes, motives, intentions, emotions, values, lifestyles, shopping orientations, and personality traits. The extra precision of these scales increases the accuracy of measurement and, thereby, should improve the quality of decisions based upon their results. 

Although the primary focus of the studies that are reviewed here is the “consumer,” that should be interpreted very broadly.  Hundreds of scales in the database are amenable for use when studying segments of people such as viewers, patients, students, clients, voters, and group members. Further, many of these measures are useful when studying people in organizational contexts such as managers, sales people, staff, as well as other employees and professionals

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This Week's New Scale Reviews*

Shopping Convenience (General)

The three-item, seven-point Likert-type scale measures a consumer’s attitude regarding the... read more »

Shopping Intention

Using three items, the scale measures a customer’s positive attitude toward purchasing... read more »

Shopping Value (Hedonic)

The five statements composing this scale are used to measure the degree to which a consumer... read more »

Usefulness of the Shopping Aid

The degree to which a consumer believes that a specific object, person, or service improves his/... read more »

* These are brief descriptions of the newest scales in the database. When featured on this page, the documents with the entire descriptions and reviews are on sale for $3 a piece.