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Scale Reviews

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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


A person's willingness and stated likelihood of participating in a particular recycling program is measured in this scale with three, seven-point items.

Using three, seven-point items, the scale measures the probability that a person will request information at a particular website regarding its services after having taken a look at some of its pages.

The scale has three, seven-point items that are used to measure a person's expressed likelihood of returning to a particular website in the future based upon what was seen in an initial visit.

Using three, seven-point items, the scale measures the probability that a customer will buy something at a particular website right after having looked at some of its pages.

One's stated probability of going to an event is measured in this scale with five, nine-point items.  Given the phrasing of the statements, the respondent should already have a ticket to attend the event and have some options about what to do with the ticket.

Using four statements with a seven-point response format, the scale measures the likelihood that a customer would travel on a certain airline again in the future.  Wagner, Hennig-Thurau, and Rudolph (2009) called it loyalty intentions. The scale is phrased hypothetically because participants were responding to a fictional scenario.

This is a three-item, seven-point Likert-type scale that appears to measure one's hypothetical intention to purchase a product which has been advertised in some way that the person considered to be unpleasant or inappropriate.

This is a three-item, seven-point Likert-type scale measuring the self-reported likelihood of shopping at a specified store. Baker, Levy, and Grewal (1992) called the scale willingness to buy.

This three-item scale is used in measuring a person's willingness to shop at the store running an ad for a product (to which he/she has previously been exposed) if he/she was in the market for the advertised product.

This scale is composed of three items and is supposed to measure the likelihood that a consumer will buy a product after being exposed to an ad for it. In Bone and Ellen (1992), the product was a fictitious brand of popcorn that respondents were made aware of through mock radio ads.