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I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


Three, seven-point Likert-type items measure a person’s interest in joining a specific group.  Although the items could be used with respect to a wide variety of groups or organizations, the phrasing of the items seems to be most appropriate for those in which the primary goal is learning rather than just socializing. 

How much a person likes a particular deal and is inclined to order the item is measured using three, seven-point items.

Using nine, seven-point unipolar items, the scale measures how much a friend is expected to have a positive reaction upon hearing that a person has recommended him/her for something.  The person filling out the scale is the recommender and is a friend of the one being referred.  What the friend is being recommended for is not stated in the items themselves, which makes the scale useful in a variety of contexts. 

Three, seven-point items measure how much person likes someone who is considered to be a friend and feels connected to him/her.

How much a person describes another person as a friend who is likable and fun to be around is measured with four, five-point Likert-type items.

Three, nine-point items measure the extent to which a consumer likes a particular offer and thinks it is good.  Typically, the measure would be used with respect to an opportunity to buy a product for a certain price.

The degree to which a person considers something to have been interesting and fun is measured with three items.

How likeable and aesthetically pleasing an object appears to be is measured with three, nine-point semantic differentials.  The items might be used with non-visual objects, such as with sounds, but they seem most appropriate for use when the objects are being rated visually.

How positive a person feels about the sponsor of an event is measured with three, seven-point Likert-type items.  The event being sponsored is not identified in the sentences themselves which makes the scale amenable for use with a wide variety of contexts.

How much a person likes customer referral programs in general and is likely to participate in them is measured with four, seven-point Likert-type items.