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Scale Reviews

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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

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*

Complexity of the Assortment

Three statements are used to measure a person’s opinion of the degree of complexity in an... read more »

Convenience of Choosing Products from an Assortment

A consumer’s attitude about how quickly and easily he/she is able to find and select... read more »

Risk in Choosing From an Assortment

The three-item, seven-point Likert-type scale measures a shopper’s uncertainty that he/she... read more »

Variety within the Assortment

Three, nine-point items are used to measure a person’s judgement of the degree of... 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.