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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam


The degree to which a person felt involved in an activity rather than just passively observing it is measured with four, seven-point Likert-type items.  While the scale was made for use in a product demonstration context, it appears to be amenable for use in other contexts where people can either actively participate in something or just watch.   

The degree to which a person believes that a game has effectively communicated information about a particular featured product is measured with three, seven-point semantic differentials.   

This three-item, seven-point Likert-like scale can be used to measure the likelihood that a consumer would base his/her purchase decision on first-hand experiences with the product. The measure was referred to by Murray (1985) as direct observation/trial.

Three statements are used to measure the importance placed by a viewer on positive comments and endorsements of a product made by users and experts. The scale was called comments and demonstrations by Agee and Martin (2001) and referred to the importance of this type of information being provided in infomercials.

Six, five-point Likert-type statements are used to measure the degree to which a viewer has a positive attitude about a particular infomercial. The scale was called advertising effectiveness by Agee and Martin (2001).