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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

internet

With five items, the scale measures a consumer's attitude about shopping online, with an emphasis on issues related to trust such as reliability and privacy.  It does not measure a person's attitude about a particular website but rather, shopping online in general.

The scale has five items that are used to measure a consumer's belief that a store is dependable, with an emphasis on the security of personal information and transactions.

The scale uses five items to measure a person's self-confidence in his/her ability to forward e-mail messages to others if the content is considered to have value for them. 

A person's expressed inclination to forward e-mail messages if there is the opportunity to do so is measured using four items.  The scale stem is phrased for use with "viral" e-mail messages but could be easily adapted for use with other types of messages, e.g., personal, political, charity.

The four item scale measures a person's expressed tendency to open e-mail messages if the opportunity is available.  The scale stem is phrased for use with "viral" e-mail messages but could be easily adapted for use with other types of messages, e.g., personal, political, charity.

The tendency to open e-mail messages if the subject appears to be interesting and believable is measured with four items.  The scale stem is phrased in terms of "viral" e-mail messages but could be easily adapted for use with other types of messages, e.g., personal, political, charity.

Four, nine-point Likert-type items are used in this scale to measure the degree to which a person believes it is important to follow organizations in a particular social medium that support sustainability.

The scale has four, nine-point Likert-type items that are intended to measure a person's likelihood of using a particular social medium if sustainability-related issues are important to it.

How much a person benefits "internally" (accomplishment, participation, enjoyment) from using a particular social medium that facilitates sustainability and its discussion is measured with a set of six, nine-point Likert-type items.

Three, seven-point items are used in this scale to measure the probability that a person will seek information about some topic or product from sites other than the one he/she has just visited.