You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University


Four statements are used to measure the attitude one holds about luck such that it plays an important role in life and favors some people while not others.

The degree to which a consumer has a favorable attitude about installing a particular product is measured with three, five-point Likert-type items.  The product as well as the place and timing of installation can be customized for a variety of situations.  However, it should be understood that this is not a measure of purchase intention per se but is an antecedent of it.

The three, seven-point semantic differentials that compose this scale are used to measure the extent to which a person describes a brand as being multi-functional and having greater benefits than the other brands.

With three, five-point Likert-type items, this scale measures the degree to which a consumer understands the effects of using a product and can communicate them to others.  The scale may be better suited for a product with benefits of a functional nature as opposed to hedonic or social.

A person's belief that smoking has a calming effect on him/her is measured in this scale with three statements and a seven-point Likert-like response format.

The scale is composed of three, seven-point items that measure the degree to which a person believes that a product has advantages over other products with which it competes.

The likelihood that a certain credit card would have particular benefits is measured in this scale using five, seven-point items.

The degree to which a consumer believes that a good or service is better at some function than other products is measured with three, seven-point Likert-type statements. Because this is one of the five key characteristics that are thought to influence adoption of innovations (Rogers 2003), the construct is most typically examined with respect to new products rather than mature ones.