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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

knowledge

A five-item, seven-point Likert-type scale is used to measure the degree to which an endorser is viewed as being knowledgeable about a topic.

This scale is a seven-item, seven-point measure of the amount of confidence a consumer has in "personal independent" sources (relative or friend) as well as "personal advocate" sources (store manager or employee).

Four, seven-point Likert-type items measure a consumer's reported knowledge of brands in a specified product category as well as the important criteria to use in making a selection.

This five-item, seven-point scale is used to measure various aspects (knowledge, use, importance) of a consumer's involvement with several product categories.

The scale is composed of four, seven-point Likert-type items that measure a consumer's perceived knowledge of brands in a specified product category as well as the confidence to make purchase decisions and give advice to others about the product class.

A three-item, seven-point Likert-type scale is used to measure a consumer's familiarity with and interest in a specified food product category. Cole and Balasubramanian (1993) studied breakfast cereal.

The seven-item, seven-point scale assesses a person's understanding of cars, with particular emphasis on having familiarity with the purchase process.

A three-item, seven-point Likert-type scale is used to measure the degree to which a person would feel in control in a particular setting and be able to influence outcomes.

A three-item, seven-point scale is used to assess the ease of using a computer to perform some task that a person reports experiencing.

A three-item, eleven-point scale is used to provide an idea about the certainty with which a consumer perceives he/she has been able to accurately reflect his/her evaluation of a brand.