You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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


The four-item scale measures a person's interest in movies, with an emphasis on watching them more, going to a theater to see them, and seeing them before others do.

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.