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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

development

How new and surprising a product development process is believed to be is measured using four, seven-point items.  The statements composing the scale are flexible enough to be used when comparing two products or when assessing just one product, but the response formats would need to be different.

The extent to which a person believes in one’s ability to change the self is measured with four, six-point Likert-type items.

The belief that a large amount of a website’s content is created by its users and substantially contributes to its value is measured with three, seven-point Likert-type items.

The degree to which a consumer believes that a company is able to develop new and useful products is measured in this scale with three, seven-point semantic differentials.

With four, seven-point Likert-type items, this scale measures a person's belief that a company is capable of creating original and interesting new products.

Four, eight-point semantic differentials are used to measure a consumer's assessment of a new product inventor's intelligence and competency.

Three, seven-point statements are used to measure the relative amount of time, effort, and money that appear to have been spent on the development of a website.