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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

installation

The degree to which a consumer has a favorable attitude about installing a particular product is measured with three, five-point Likert-type items.  The product as well as the place and timing of installation can be customized for a variety of situations.  However, it should be understood that this is not a measure of purchase intention per se but is an antecedent of it.

Using three, five-point Likert-type items, the scale measures some cost-related reasons a consumer has for not installing a particular energy-saving device.

The scale has three, five-point Likert-type items which measure a consumer’s objections to having a product installed on his/her house.  The objections have to do with the effort involved with the installation process and making the product fit the house’s existing structure.  

A three item, five-point Likert-type scale is used to measure a consumer’s belief that installation of a particular product would help him/her save money on energy-related expenses.

The scale is composed of three, five-point Likert-type items measuring a consumer’s belief that installation of a particular energy-saving device would help reduce his/her dependence on other sources of energy.