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Bob Moritz
Marshfield Clinic Research Foundation

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A person's self-confidence in his/her ability to open e-mail messages if so desired is measured using five items. 

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.

The scale has three, seven-point Likert-type statements and is intended to measure a customer's belief that a specific marketer frequently uses direct mail to provide information to its regular customers.

The scale is composed of three, seven-point items intended to measure the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid direct mail advertising.

This is a seven-item, six-point, Likert-type scale that measures a person's interest in shopping at home by phone or mail.