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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

agreement

The extent to which a person, such as a viewer or consumer, believes that he/she is similar to the person who created a particular ad is measured using three, seven-point items.

How familiar a consumer is with the improvements made in a brand over some specified time period and his/her approval of the changes is measured with three, seven-point Likert-type items.

How much a person believes him-/herself to be the same as another person in multiple ways is measured with three, eight-point items.  Given the way the items are phrased, the other person is someone with whom the rater already has some form of relationship, e.g., neighbor, co-worker, physician.

The scale is composed of ten, five-point Likert-type items that measure the degree to which one member of a married couple believes that the two of them are in agreement with regard to money matters rather than having conflict. 

With three, five-point Likert-type items, the scale measures the degree to which a member of an online community feels accepted by other members and that they respect his/her opinions.

Using three, nine-point Likert-type items, the scale measures the degree to which a person views another person as having beliefs that are  consistent with his/her own.

The scale is composed of three, seven-point items that are intended to measure the degree of importance a person places on the integrity of an advertising agency and agreement on goals. As written, the scale does not measure a person's attitude toward a specific agency but rather the role this criterion should play in general when making a selection among agencies.