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Bob Moritz
Marshfield Clinic Research Foundation


The importance of certain store characteristics in selecting where to shop for a product in a specified category is measured. In general, the items appear to be related to the perceived status or quality of a store.  The scale is composed of five, five-point items.

Seven Likert-type statements are used to measure a consumer's perception of a retail store with an emphasis on the quality of the shopping atmosphere, the service, the merchandise, and the employees.

The scale is composed of twenty-five, five-point items tapping into a person's sense of a supermarket's quality. The items focus on three dimensions of a store's quality: operations, appearance, and personnel.

The full version of the scale uses twenty, five-point statements to measure a person's sense of self-esteem at a specific point in time. Thus, given the directions shown below, this is a state measure of a person's self-esteem rather than a more stable personality trait.

The scale is composed of six, seven-point Likert-type statements measuring the degree of confidence a consumer has in his/her ability to shop for clothing and accessories.

Three Likert-type statements are used to measure a person's opinion of the degree to which a particular product has the ability to remedy some unsatisfactory aspect of one's physical appearance.

Four items are used to assess the degree to which a consumer believes a certain product would be able to improve his/her appearance.

Six, seven-point Likert-type statements are used to evaluate a person's positive and possibly inflated view of his or her physical appearance, particularly as it relates to others' opinions of his or her appearance.

Six, five-point Likert-type items are used to measure the visual appeal of a retail facility to a consumer as well as the perceived convenience of its layout. None of the sentences explicitly mentions the outside of the store, though some sense of its appearance may come from item #2.

This seven-item, seven-point scale is used to measure the extent to which one person (the target) is viewed by another person (the respondent) as being attractive and cool.