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Scale Reviews

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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

What are Scales? provides assistance to those engaged in consumer research, particularly those who use measurement scales. The services provided here are useful to a very wide group of professionals who want to use sophisticated methods to study the thoughts and feelings of some group of people.  The connection with marketing in particular comes from the measures themselves having been used and tested in research that was published in scholarly marketing-related journals (as explained further below).  Because these measures have been used and the results published, it is possible for those with some understanding of psychometrics to judge the quality of the scales.

Not all business-related measures are reviewed here.  The focus is on the type of survey questions and metrics in which a score is calculated from multiple items that have been answered by respondents.  We call these scales.  The ones reviewed in the database cover hundreds of the most common constructs of interest to those doing research of consumer-related issues, things such as attitudes, motives, intentions, emotions, values, lifestyles, shopping orientations, and personality traits. Although the reviews are original, the scales themselves come from a variety of sources. The primary journals that are regularly examined for scales are the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising, and Journal of Retailing. Dozens of other journals have been consulted in writing the reviews and are referenced when relevant. 

At this time, the scales populating the database come from studies of “consumers.” The term “consumer” should be interpreted broadly, meaning that hundreds of scales in the database are amenable for use when studying segments of people such as viewers, shoppers, patients, students, clients, citizens, voters, and group members. Further, many of these measures are also useful when studying people in organizational contexts such as managers, employees, and professionals.

Some of the reviews in the database are a revision and synthesis of material originally published in the first four volumes of the Marketing Scale Handbook series (1992, 1996, 2001, 2005).  Volume 5 (2009), Volume 6 (2012), Volume 7 (2013), and Volume 8 (2015) are the only volumes available now for purchase.  (Two small paperback books with specialized sets of scales are available from Amazon.)  The reviews from all eight volumes are in the database, sometimes in revised form, and can be downloaded (*.pdf).  New reviews, beyond those in Volume 8, are regularly being added to the database and are expected to be included in Volume 9 sometime in the future.  The library here is expected to grow by several hundred reviews every year, thereby increasing its value for researchers who want the benefit of using previously tested measures rather than creating ones of unknown quality from scratch.