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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

importance

The importance of saving money, particularly in helping one to feel more financially secure, is measured using five, seven-point Likert-type items.

The scale uses three, seven-point Likert-type items to measure the importance placed on securing and strengthening one's future position in a group.

The scale uses three, seven-point Likert-type items to measure how important a particular choice-related decision is to a person.

How much a person values caring for the environment and believes in making environmentally responsible decisions is measured with four, seven-point questions.

The significance that a customer places on the relationship he/she has with a particular business is measured with three, seven-point Likert-type items.  As phrased, the items are most amenable for use with customers who receive ongoing services from a company.

The scale measures a person's attitude about reading (in general) and its benefits with five, seven-point semantic differentials. 

The scale uses three, nine-point uni-polar terms to measure how important something is to a person.  The scale is "general" in the sense that the three items composing the scale are not specific to any particular object and can be paired with properly written instructions to refer to almost any object.

The importance of the brand to a consumer's purchase decision is measured in this scale with four, seven-point Likert-type items.  The focus is on the extent to which the consumer takes the brand of a product into account.  Further, the scale is meant to be used within a product category rather than across all categories since the relevance of brand names in a person's decision could vary from category to category.

The salience of the cognitive and emotional bonds between a brand and a consumer is measured in this scale with three, 11-point items.  Salience is indicated by the frequency and ease with which brand-related emotions and thoughts are described as occurring.

Five, unipolar items compose this scale which is intended to measure how important it is to a consumer for products in a certain category to perform well on attributes related to their ability to do what they are supposed to do.