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Scale Reviews

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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA


A consumer's expressed likelihood of shopping at a particular store in the future is measured with three, five-point items.

The extent to which a person is open to immediately going to a store and consuming a particular snack food if given the chance is measured with three, nine-point Likert-type items.  The measure has three, nine-point Likert-type items.  Given the phrasing of one of the items, the scale is most appropriate for those snack foods sold in a store rather than a vending machine.

This Likert-type scale measures a person's readiness to support a political official continuing in office and/or being reelected though being involved in a scandal.

A person's intention to play a particular game in the future if there is an opportunity is measured using three, seven-point Likert-type items.

The scale measures a person's likelihood of cooperating with a particular organization to convince people to engage in composting.

The scale measures a person's inclination to use the services of a particular lawyer, e.g., meet with the lawyer, recommend him/her.  It makes most since to use this scale when respondents have some familiarity with the lawyer, possibly having consulted with him/her previously.

A consumer's expressed likelihood of buying so-called "green" products because relevant others have said he/she should do it is measured with three, seven-point Likert-type items.

Five items are used to measure a consumer's attitude about and willingness to buy products from a particular company.  Given the hypothetical and temporal vagueness of the items, the construct being measured might also be referred to as attitude toward the act of purchasing.  The scale is somewhat unique in that the items do not share a common response format.

A person's stated likelihood of using public transportation more than in the past is measured with four, seven-point items. 

The scale is composed of four items that measure a consumer's expectation of making purchases from shopping-related websites in the future.  As currently phrased, the items are not specific to a particular website but rather to online shopping in general.  Further, since each item refers to repurchasing, the implication is that the respondent has bought online in the past.