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

beliefs

A three-item, seven-point scale is used to measure the level of similarity in beliefs a consumer has toward a particular camera. Desires congruency refers to the result of the comparison made by a consumer of his/her desire for ''ideal'' product performance and the perceived actual performance of some focal brand.

A three-item, seven-point scale is used to measure the perceived likelihood that a particular brand of soft drink has several certain characteristics that are typically considered to be desirable.

A five-item, seven-point scale is used to measure the extent to which several statements that are made about the features of a specified brand of film camera are considered to be true.

A seven-point Likert-like scale is used to measure a person's beliefs regarding a particular brand of audio player. Muehling, Laczniak, and Stoltman (1991) referred to this measure as cognitive structure index and used it to examine a fictitious brand of cassette player.

Five, seven-point statements are used to measure the degree to which a person believes a specified brand of shampoo has certain characteristics.

A three-item, eleven-point scale is used to provide an idea about the certainty with which a consumer perceives he/she has been able to accurately reflect his/her evaluation of a brand.

This three-item, seven-point scale is intended to measure the certainty with which a consumer perceives he/she has been able to reflect his/her evaluation of a soft drink accurately.

A five-item, four-point Likert-like scale is used to measure a person's agreement about the negative effects of legalized casino-gambling in his/her city.

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

This set of scales use bi-polar adjectives designed to capture a consumer's overall evaluation of a specified advertiser. As used by Rifon et al. (2004), the scale measured attitude toward the sponsor of a website.