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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

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The scale is composed of three, seven-point Likert-type items that measure how much a person believes that a particular object looks complex.   

Four, seven-point Likert-type items measure a person’s usage of two media at the same time to perform one or more tasks.  To be clear, the scale focuses on what a person did in a particular situation rather than his/her tendency over time to multi-task.

How much a person believes that an advertising message explains why customers should participate in an activity is measured with three, seven-point Likert-type items.

Three, seven-point Likert-type items are used to measure the degree to which a person believes an advertising message stresses how customers can participate in an activity.

Using three, nine-point Likert-type items, the scale measures the extent to which a person believes a certain advertisement provides accurate information.

Three, seven-point semantic differentials are used in this scale to measure a person’s judgement of whether an advertisement emphasized benefits gained by the person taking an action or the losses and costs if the action was not taken. 

The degree to which a person has been persuaded by an advertisement to engage in behaviors that support of a particular cause is measured with six, seven-point Likert-type items.

Using six, nine-point Likert-type items, the scale measures the degree to which a person believes that consuming a particular product or brand would help attain some of his/her life goals. 

Using five, nine-point Likert-type items, the scale measures a person’s emotional involvement in an advertisement.

The five item, nine-point Likert scale measures a person’s belief that an advertisement uses a story-like format that communicates information about critical structural components such as who, what, where, and why.