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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 consumer's belief that his/her purchase of a product was not the same as experienced by a friend is measured with three, nine-point Likert-type items.  To be clear, the scale measures the belief that the purchases made by two people of the same type of product were different in some way (unspecified) rather than the products themselves being different, e.g., different prices.

The extent to which a person, such as a viewer or consumer, believes that he/she is similar to the person who created a particular ad is measured using three, seven-point items.

Three, five-point uni-polar items are used to measure which of two ads a person has been exposed to is viewed as more boring.

With three, seven-point Likert-type items, this scale measures a consumer's belief that products purchased at a certain store are cheaper than found at other stores, particularly for those products that are advertised.

Four, seven-point Likert-type items compose the scale and measure a person's ability to recognize so-called "green products" and distinguish them from products that are not "green."

Three, seven-point Likert-type items compose the scale and measure the functional utility of a particular brand in a particular product category.

This scale uses four, nine-point semantic differentials to measure a customer's attitude regarding the fairness of his/her treatment in a purchase transaction compared to what other customers were thought to have received.  The emphasis is on the quality of the deal received relative to what other customers got.

Three, six-point Likert-type items measure a person's belief that a product that is shared with others is just as good as one that is personally owned.

The scale uses three, seven-point Likert-type items to measure a consumer's subjective knowledge of the prices charged by stores for similar products and an understanding of their various price-related specials. 

The extent to which a person reports feeling similar to a certain other individual is measured in this scale with three, seven-point items.