You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

advantage

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.

Ten, nine-point semantic differentials are used to measure how a person evaluates a camera. It appears that this scale is similar to many typical brand attitude measures except that several of the items here are specific to cameras rather than being broad enough to apply to other product categories.