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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

intention

The extent to which a guest at a particular hotel plans to engage in behaviors that conserve resources, especially electricity, is measured with five, nine-point Likert-type items.

The extent to which a consumer expresses an inclination to purchase a particular product is measured in this scale with three, nine-point semantic differentials.

The degree to which a customer is motivated by a stimulus (unspecified) toward the pursuit of a consumption-related goal is measured with a five-item Likert scale.  In a consumer context, the inspiration comes from some type of marketing activity and, as stated in the items, stimulates a purchase motivation.

With three, seven-point Likert items, the scale measures how much a customer will return to receive service from a particular provider in the future.  The items are phrased hypothetically but a very slight change in wording can make the scale relevant for use with an actual business relationship.

The likelihood that a person will engage in several behaviors that indicate loyalty to a sports team is measured using six, seven-point Likert-type items.

Using four, nine-point items, the scale measures a person’s intention to engage in behaviors related to using sunscreen.

With three, seven-point items, this scale measures a consumer’s expressed probability of providing ideas and feedback to a particular business entity in the future.

The scale has three, seven-point items that measure a person’s intention to say good things about a resort and encourage friends to go there. It appears the scale is easily adaptable for other places that involve lodging.

With four, seven-point items, the scale measures a person’s stated likelihood of challenging an action taken by an organization that he/she disputes and even escalating the issue if necessary.

Three, nine-point Likert-type items measure a person’s stated likelihood of buying a particular product/brand from a particular retailer if he/she was in the market for the product.