You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

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

loss

Three, seven-point semantic differentials are used in this scale to measure a person’s judgement of whether an advertisement emphasized benefits gained by the person taking an action or the losses and costs if the action was not taken. 

Three, eleven point Likert-type items are used to measure the importance a person placed on winning a particular auction he/she was involved in with other bidders.

Three, seven-point items measure a person’s belief that an e-mail message he/she has received is risky in some way.  (The type of risk is not specified in the scale.)

A customer's belief regarding how bad a problem was created by a particular product failure he/she experienced is measured in this scale with four, five-point Likert-type items.

This three item, seven-point scale is intended to measure the degree to which a person who is participating in some sort of a gamble is experiencing stress about not winning.

The scale is composed of four, nine-point Likert-type statements that measure the degree to which a person views the purchase of a particular product in the next year to have unspecified negative consequences associated with it.