You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

behavioral

The extent to which a person views him/herself as being regimented and having self-control is measured with three, seven-point items.

The scale uses three, seven-point items to measure how much advancement a person believes he/she has made towards achieving of a self-regulatory objective.

Six, seven-point Likert-type items are used in this scale to measure a person’s commitment to buy one particular brand in a product category, even if it is more expensive than competing brands or not in stock.

A consumer’s general tendency across product categories to purchase the same brand over time and not switch to other brands is measured with five, five-point Likert-type items.  To be clear, it is the tendency be loyal that is the same across categories rather than the brand.  If desired, instructions could be used to focus participants' attention more narrowly, such as on a particular category.

The extent to which a person relied on his/her emotions and intuition when evaluating an advertisement is measured using three, seven-point Likert-type items.

The extent to which a customer complained to friends, family, and others about a particular shopping experience is measured with three, five-point Likert-type items.

The scale uses three, seven-point Likert-type items to measure a person’s intention to recommend something to others such as a service provider, retailer, website, or brand.

The subjective probability that a person will tell others about something is measured with three, seven-point semantic differentials.  The measure is “general” both in terms of what is being talked about as well as the favorability of the responder’s opinion (positive vs. negative).

The level of a person’s enjoyment of a celebrity and identification with him/her is measured with three, six-point Likert-type items.

Five unipolar items with a Likert-type response format measure the extent of effort and time invested by a consumer in a specific product assembling process.