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Scale Reviews

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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


Seven, nine-point items are used to measure the degree to which a movie is considered to be exciting and entertaining.

The scale is composed of nine, nine-point items measuring the extent to which a movie is considered to have delivered a good story.

The scale is composed of four items and uses a seven-point response format to measure a person's thoughts about a movie's quality. The emphasis is on peripheral aspects of the movie such as sets and special effects.

The scale is composed of five, seven-point semantic differentials attempting to measure a person's thoughts about some specified object with an emphasis on how fun and exciting it is. Neelamegham and Jain (1999) used it specifically as a measure of consumer expectations regarding a movie.

A person's opinion of a movie's quality is measured with three, seven-point items. The emphasis is on the movie's core attributes, such as the story.