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Testimonial

The Marketing Scales Handbook is indispensable 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

intensity

Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company.  The scale stem implies that the person is taking punitive action because of something the company has done.

Four, nine-point uni-polar items measure how much a color or an object’s color is bright and vibrant.

The fierceness of the rivalry between bidders in an auction is measured using three, seven-point Likert-type items.

The degree to which a person believes that a particular health issue is serious and important is measured with three, seven-point Likert-type items.

The scale has four, seven-point semantic differentials that are intended to measure the visual clarity and intensity of a particular advertisement.

Five, nine-point semantic differentials are used to measure how visually well-defined and vivid a stimulus appears to be.

How graphic and intense a stimulus is perceived to be is measured in this scale with four, seven-point semantic differentials.

The scale uses four uni-polar items with a five-point Likert-type response format to measure how devastating and distressing a situation seems to be.

Three, five-point Likert-type items are used to measure the degree of brand competition in the market, with an emphasis on the fierceness of the advertising among a set of brands.

Three, seven-point items measure a consumer's annoyance with the quantity of times a company has contacted him/her.  Although written with respect to e-mail messages, the items appear to be flexible for use with several other forms of contact such as phone calls, text messages, advertisements, and paper mail.