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Scale Reviews

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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

decision-making

This four-item, six-point scale is purported to measure the relative influence a consumer perceives to have had on the first stage of the decision process for a recent purchase compared with the total contribution made by the other members of the family living in the home. The scale was apparently used twice by Beatty and Talpade (1994): once for the sample (teens) to evaluate relative contributions in a decision regarding a durable product for teenager use and another time related to a durable product for family use.

Five, six-point items are used to measure the relative influence a consumer perceives to have had on the search or decision stages for a recent purchase compared with the total contribution made by the other members of the family living in the home. The scale was apparently used twice by Beatty and Talpade (1994): once for the sample (teens) to evaluate relative contributions in a decision regarding a durable product for teenager use and another time related to a durable product for family use.

This three-item, seven-point semantic differential rating scale is used to measure the degree of importance a person places on a purchase decision for some product and the amount of attention devoted to it.