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Testimonial

The Marketing Scales Handbook is indispensible 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

decision-making

Five, seven-point items are used to measure whether information about the stock level or the sales level of two comparable products is the better indicator for making a purchase decision.

Five Likert-type items are used to measure the degree to which a person experiences a feeling of well-being with respect to a particular choice he/she has made.  Two slightly different versions of the scale are provided: one that allows for comparison of two decision options and another version that focuses on just one option.

The degree of certainty a person has in the appropriateness of a particular choice in which one option was selected over another one (explicitly stated) is measured in this five-item Likert scale.

With three, seven-point items, the scale measures how difficult a person believes it would be for him/her to make a particular choice.

The scale is composed of four, seven-point semantic differentials that measure how much a person viewed the goal of a particular choice he/she made being gratification seeking rather than avoiding indulgence.

The degree of difficulty a person expresses in choosing one brand from among several in a product category is measured with three, seven-point semantic differentials.

Using three, seven-point items, this scale measures how much a person feels uncertain about a choice he/she has made.

Three Likert-type items are used to measure the degree to which a person would make a different choice if possible given an outcome that has occurred to a decision he/she made.

Within a particular social network, the degree of concern a person has about following others and the riskiness of doing so is measured with six, seven-point items.

Five, six-point items are used to measure the extent to which a person describes his/her faith (unspecified) as providing meaning to life and affecting aspects of how he/she lives.