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Testimonial

The Marketing Scales Handbook is indispensible 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

advertising

The scale has three, seven-point semantic differentials that measure how much a person believes a particular advertisement is atypical and unexpected.

A consumer’s summary attitude about the advertising of all types that he/she has been exposed to with respect to a particular brand is measured with three, seven-point Likert-type items.

The scale has three, seven-point Likert-type items that are intended to measure a consumer’s attitude about the future advertising of all types that he/she may be exposed to for a particular brand.

The degree to which a person was easily able to understand the meaning of an ad which had an unexpected aspect to it is measured with three, seven-point Likert-type items.

Four, seven-point Likert-type items are used to measure a person's beliefs about advertising's ability to make one aware of social trends and what products will help one stay current.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

The degree to which a person believes that advertising is trustworthy and provides truthful information about products is measured with four, seven-point Likert-type items.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

The scale is composed of four, seven-point Likert-type items that measure one's beliefs about the hedonic value of advertising.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

With four, seven-point Likert-type items, the scale measures one's beliefs about the economic benefits that advertising has for a country.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

A person's opinion regarding the information value of advertising is measured using four, seven-point Likert-type items.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

This scale uses four, seven-point Likert-type items to measure the degree to which a person believes that advertising makes people buy and consume products too much.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.