Scale Reviews

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Testimonial

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

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 library, the world's largest database 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 the experts 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 4,100 scale reviews.  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, 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*

Customer Engagement (Influence)

A customer’s enjoyment of talking in various media about a particular brand is measured... read more »

Customer Engagement (Knowledge)

With four, five-point Likert-type items, the scale measures the degree to which a customer... read more »

Customer Engagement (Purchases)

Four, five-point Likert-type items measure a customer's attitude toward his/her current and... read more »

Customer Engagement (Reference)

The degree to which a customer promotes and refers a brand to friends and relatives because of... read more »

* These are very brief descriptions of the newest scales that have been added to the database.  When purchased, the full reviews not only contain the scale items but also discuss the quality of the measure, who used it, & other useful information.