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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

internet

The degree to which a person views shopping that utilizes a technological device or system as being a less time consuming way to shop is measured with three, seven-point Likert-type items.

The scale is composed of four items that are intended to measure a person's attitude towards a website with an emphasis on the usefulness of the site and its ease of use.

The uni-polar scale is intended to measure the extent to which a person considers a website to be useful and intelligent. It is composed of six terms and utilizes a five-point response format.

Three Likert-type items are used to measure a person's attitude towards a website with an emphasis on the confidence placed in the site.

The uni-polar scale is intended to measure the extent to which a person considers a website to lack clear structure and ease of use. It is composed of four terms and utilizes a five-point response format.

The scale is composed of three items measuring a person's attitude towards a website with an emphasis on his/her affective reaction to the site.

This unipolar scale is intended to measure the extent to which a person considers a website to be fun and exciting. It is composed of six terms and utilizes a five-point response format.

The eight, seven-point Likert-type statements are used to measure a person's dislike of computers as well as their discomfort using them.