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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

advertising

The scale has four, seven-point semantic differentials that are intended to measure the visual clarity and intensity of a particular advertisement.

This three item, seven point scale measures the extent to which a person had difficulty distinguishing product relevant information from background graphics in a particular advertisement. As written, the scale is most suited for a print ad.

How much change a person believes there to be in the market for a particular product category in terms of the products available, the promotion conducted, and consumer preferences is measured using four, seven-point items.

Three, seven-point Likert-type items are used to measure the degree to which a person paid attention to an ad and was absorbed by it.  The scale is general in the sense that the statements do not state what attribute of the ad was focused on.  Further, given the phrasing of one item in particular, the scale might be considered a measure of ad engagement.

A person’s expressed interest in the message content of an ad and the attention he/she paid to it is measured with three, seven-point Likert-type items.

The scale measuresd the extent to which a person believes that a particular advertisement he/she has been exposed to focuses more on the benefits consumers could experience from the product rather than just the product’s characteristics apart from the benefits.  Three, seven-point items compose the scale.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes a particular advertisement is visually appealing.

Composed of three very simple, seven-point Likert-type items, the scale is purported to measure the degree to which a person views a particular advertisement as being energetic and “alive” in a visual sense.

Three statements with a nine-point response format are used to measure how important and meaningful a slogan is to a person.

Five, nine-point semantic differentials are used in this scale to measure how much a person believes that a message was persuasive and changed what he/she thought about a topic.