You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA


This scale uses five, seven-point items to measure a person’s belief in his/her ability to operate manual and automatic transmission automobiles.  (Two items refer to driving a manual transmission vehicle while the other three items are relevant for either type.)

How soft a person judges a particular seat to be is measured with three, nine-point items.  Given the phrasing of the items, the object should be something a person can sit on and has arms such as with a sofa, chair, or car seat.

Seven, seven-point Likert-type sitems are used for measuring the degree to which a consumer recalls having a positive experience with a specified product. The scale was referred to as experience with previous car by Srinivasan and Ratchford (1991).

This seven-item, seven-point Likert-type scale is used in measuring the perceived benefits of gathering information from external sources before making a purchase decision.

The scale has four, seven-point Likert-type items that measure the degree to which a consumer has had a positive experience with the manufacturer and dealer in the purchase of some specified product. Srinivasan and Ratchford (1991) referred to the scale as experience with previous manufacturer or dealer.

This scale is a six-item, seven-point Likert-type measure of the time, energy, and effort a person reports having spent on the information search process before buying a particular new product.

The seven-item, seven-point scale assesses a person's understanding of cars, with particular emphasis on having familiarity with the purchase process.

A person's assessment of a product's quality as compared to the quality of referent products of the same category is measured with three, nine-point Likert-type items.

Seven, five-point items are used to measure a person's attitude regarding the quality of a dealer based upon beliefs about specific services it provides.

Nine items with a five-point Likert-type response format are used to measure a person's attitude regarding the quality of a car brand based upon beliefs about specific attributes.