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Scale Reviews

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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


An 11-item, five-point scale is used in measuring adolescents' expectations about their consumer roles once they start to work and raise a family. The role reflects things "good" consumers are supposed to do or not do.

This is a seven-item, six-point, Likert-type scale that measures a person's interest in shopping at home by phone or mail.

A three-item, five-point Likert-type scale is used to measure the degree to which a parent reports discussing the content of advertising with his/her child.

Seven, seven-point Likert-type items are used to measure the amount of money, time, and/ or effort a consumer perceives that a car dealer invested in a transaction.

This is a two-item, seven-point semantic differential summated ratings scale measuring the perceived probability of eating some specified food.

This is a six-point, Likert-type scale that measures how active one is with social work in the local community. Some versions of the scale measure aspects of volunteering in general. See also Schnaars and Schiffman (1984).

A four-item, Likert-type scale is used to measure a person's willingness to follow a physician's advice.

This is a two-item, six-point Likert-type scale that measures the strength of one's motivation to stay at home rather than go out. The scale was referred to as limited activity by Rahtz, Sirgy, and Meadow (1989).

This five-item, five-point Likert-type scale is used to measure the degree to which a parent reports buying several specific products for his/her child when the child asks for them.

This is a six-item, seven-point Likert-type scale measuring the amount of time, effort, and/or money a consumer perceives were put into making a transaction with a car dealer.