You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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


In this scale, four, seven-point semantic differentials evaluate how positive or negative a person’s attitude is toward a brand name.  A three-item version is also described.

Three semantic differentials are used to measure how valuable a particular object is considered to be.  Unlike most other measures of value, this one does not explicitly measure the object’s economic value and has more to do with the object’s subjective value based on its desirability.

The scale has five semantic differentials that measure how attractive and appealing a product appears to be.  Although the scale was made for use with a product, it seems to be amenable for use with a wide variety of objects.

The scale uses three, ten-point questions to measure the degree to which a person thought about how he/she looked compared to a particular person with whom he/she interacted. 

With three, seven-point Likert-type items, the scale measures the degree to which a person believes a particular advertisement is visually appealing.

The scale is composed of five, six-point items that measure one’s expectation that if he/she were able to purchase a certain product then it would have a positive impact on one’s life in terms of confidence, status, and image.

Five short phrases with a seven-point Likert-type response format are used to measure how nice and pleasant looking a store is where an order was placed.

The degree to which a person likes a store’s interior is measured with six, seven-point Likert-type items.  The emphasis is on visual attractiveness and layout.

The scale uses three, seven-point items to measure the self-expressed likelihood that one would go after and even seduce a particular man.  (The items appear to be easily adaptable for other interpersonal relationships as discussed further below.)

The degree to which a person views an object as attractive and colorful is measured in this scale with three, seven-point Likert-type items.  The scale is most appropriate for use with foods but might be used with other objects as well.