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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


A customer's level of trust in a particular salesperson is measured with seven, seven-point Likert-type items. 

Five, seven-point Likert-type items are used in this scale to measure how genuinely a person's believes an organization cares about a charitable cause.  Given the phrasing of one of the items, the scale is most suited to charities than help fund research of some sort.

Six, seven-point semantic differentials are used in this scale to measure how much a person believes a particular organization got involved with a certain charitable cause because of a sincere desire to help others.

The degree to which a buyer believes that a particular seller is likely to care about his/her best interests in the future regardless of the problem is measured with four, seven-point Likert-type items.

This scale uses six personality characteristics that are stereotypically associated with women to describe a brand.

The six, seven-point Likert-type items in this scale are used to measure the degree to which a person has a tendency to trust other people, particularly the ones already known, until/unless there is reason to do otherwise. Grayson, Johnson, and Chen (2008) referred to this measure as generalized trust.

The scale is composed of five, five-point Likert-type items that measure the degree to which a business has the customer's best interest at heart.

Three Likert-type items with a seven point response format are used in this scale to measure a person's attitude about a company's expression of humanitarianism, with specific emphasis on the degree to which it financially supports "worthy causes."

Three, seven-point Likert-type items are used to measure a person's beliefs regarding the degree to which those who are in charge of a particular business are sincerely concerned about a customer's welfare.

The scale has three, five-point Likert-type items that measure the extent to which a person holds positive beliefs regarding the social responsiveness of a particular business.