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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


Seven, nine-point items are used in the scale to measure a person's beliefs regarding a pair of hiking boots.  The emphasis is on how well the boots are thought to perform on the listed characteristics.

A customer's general evaluation of a retail store is measured in this scale with four, seven-point semantic differentials.

Various non-monetary costs such as time, learning, and effort that are associated with changing brands within a product category are measured in this scale using five, seven-point Likert-type items.

The tendency to compare one's self to others is measured in this scale with eleven, five-point Likert-type items.

The scale assesses the degree to which a person believes another person's view of something is not true for some reason such as bias, ignorance, or jealousy.  Five, seven-point uni-polar items compose the scale. 

A consumer's belief in his/her ability to evaluate a set of products and choose the best one is measured in this three item, five-point Likert-type scale.  The scale was called competence by Fuchs, Prandelli, and Schreier (2010).

The scale measures the degree to which a consumer believes a product he/she designed is attractive and desirable, Two slightly different versions of the scale were used by Moreau and Herd (2010; Moreau 2012).  Both versions used six items with a nine-point response format.

Three, seven-point items are used to measure a consumer's beliefs about how often he/she has put products in an online shopping cart to help make the purchase decision.

This is a four-item, seven-point Likert-like scale that measures how much effort a person devoted to evaluating the advertised brand.

This scale is a 21-item, seven-point Likert-type performance-based measure of service quality. It is viewed as a measure of a consumer's long-term global attitude of an organization rather than his/her transaction-specific satisfaction.