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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

attitudes

The scale has three, seven-point semantic differentials that measure how large a consumer considers a particular discount on a product’s normal price to be.

Five semantic differentials are used in the scale to assess how cognitively and time demanding a customer considers a particular price format to be.

This three item, 100-point Likert-type scale measures a person’s belief that a particular bank would be a excellent institution in which to put money.  The sentences are phrased hypothetically such that the scale makes most sense when the person is aware of the bank but is not a customer.

The extent to which a person feels he/she has used or consumed an adequate amount of a product in a particular instance is measured with ten, seven-point items.

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes that the world is dangerous in general and, more specifically, that he/she does not feel safe.

The extent to which a person believes that a particular program provided him/her with new ideas and other information is measured with three, six-point Likert-type items.

The degree to which a person believes that a particular individual has the right to make his/her own purchase choices is measured with three, seven-point Likert-type items.

The scale has eight, seven-point Likert-type items that measure the degree to which a person believes, in general, that stress can enhance rather than debilitate his/her learning and productivity.

Composed of five, seven-point items, the scale measures how unprotected and unprepared a person feels with respect to the threats coming from the “world” around him/her.

Four semantic differentials are used in this scale to measure how successful and respected a company is believed to be.