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Testimonial

The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

children

Six, seven-point Likert-type items are used to measure several negative beliefs a person has about smoking.  The items refer not only to the direct effects that the behavior may have on the smoker but also to the indirect effects that the smoke may have on children.

How innocent and wholesome a person is judged to be is measured with four uni-polar items and a seven-point Likert-type response format.

Three, five-point Likert-type items are used to measure the degree to which a parent believes that he/she along with other parents should be open to children's opinions and encourage them to speak up.

The extent of a person's negative beliefs regarding "advergames" made for children is measured with six Likert-type items.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)

Four Likert-type items are used to measure the degree to which a parent holds positive beliefs about "advergames" made for children.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)

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

The scale is composed of six, five-point bi-polar adjectives which measure how desirable and intelligent a person believes a smoker to be.  Given that the scale was designed for use with teens, some of the items may not be as appropriate for use with adults.

This scale uses five, unipolar items to measure the importance a consumer places on safety- and mildness-type attributes for products in a certain category.

Three, five-point items are used to measure the degree to which a child views him/herself as an opinion leader for friends in some product category and does so by being a source of information and influence.

Using six, five-point items, this scale measures the degree to which a child is involved with a product category such that he/she imagines and creates new "products" as well as adopting commercially produced versions well before other children when they become available.