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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

knowledge

This is a two-item, six-point, Likert-type scale that measures a consumer's belief in his/her own shopping ability.

This four-item, five-point Likert-type scale is used in measuring the number of times in the previous two years that a customer recalls a personal source providing information that led to questioning the value of his/her insurance policy. The personal sources were individuals other than those working for the insurance company.

This two-item, seven-point semantic differential ratings scale is used in measuring the degree to which an object is perceived as being familiar. The objects evaluated by subjects in Hirschman's (1986) study were print ads.

This is a six-item, five-point scale measuring the number of times in the previous two years a customer recalls the mass media providing information that led to questioning the value of his/her insurance policy. The implication of this measure is that the information originates from sources other than the policy owner's insurance company.