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Testimonial

The Marketing Scales Handbook is indispensable 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

attitudes

A nine-item, seven-point Likert-type scale is used to measure a person's attitude toward some specified country.

A four-item, seven-point Likert-type scale is used to measure the degree to which a person who has filled out a questionnaire believes his/her responses will remain anonymous.

The scale is composed of four, seven-point Likert-type statements intended to measure a person's belief that a certain business offers financial rewards to its customers in order to motivate repeat purchases.

A person's belief that a certain business offers goods, services, and helpful purchase information that are not readily available elsewhere is measured using eight, seven-point Likert-type statements. Although the scale was developed for use with an online store, it appears to be amenable for use with brick-and-mortar retailers as well if they have websites.

Three, seven-point statements are used to measure a consumer's beliefs regarding the inclination of other customers to want a refund from a store if they find a product they bought there to be cheaper elsewhere.

Six statements with seven-point Likert-type response scales are used to measure the degree to which a person has bought a product because what it replaces is viewed as being degraded to the point of unacceptability, probably due to poor performance. At the other extreme, a purchase is indicated to have occurred because something newer was available that was more desirable than what was replaced. The scale was called nature of purchase decision by Grewal, Mehta, and Kardes (2004).

The scale is composed of six, seven-point Likert-type items intended to measure the extent to which a person views the rate of technological change in a particular product category to be high.

Three items are used to measure a consumer's estimate of a product's price.

The scale is composed of three items with seven-point response formats that measure a person's attitude regarding the probability that consumers would go to the effort to compare a certain store's prices to other stores.

The scale is composed of three items with seven-point response formats that measure a person's attitude regarding a store's prices, with some emphasis on how they compare to other stores.