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Scale Reviews

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The Marketing Scales Handbook is indispensable 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


Using five, nine-point items, the scale measures how much a person’s motivation with regard to self-improvement depends more on the activities performed along the way than reaching the goal itself.

Four, five-point Likert-type items are used to measure the degree to which a customer expresses feeling pleasure from participating in the service process.  Although the statements are not specific to any particular activity or context, instructions could be used with the scale to make it more focused.

This four-item, seven-point scale is used to measure the degree to which people say they are confident in their ability to understand and use specified nutritional information on food packaging.

The scale is composed of three items that measure the extent to which one party of a married couple felt involved in a particular decision with his/her spouse and believes the process used in making the decision was appropriate.

Four, seven point Likert-type statements are used to measure a consumer's belief that he/she has the ability and opportunity to significantly affect the shopping process, particularly in terms of the value received for the money spent.

The scale has four, seven-point Likert-type statements that measure how much a person places emphasis on the consequences of a decision being made rather than the process being used because of the belief that he/she is responsible for the former rather than the latter.

The scale is composed of four, seven-point Likert-type items that are used to measure the degree to which a person places emphasis on the process of making a decision because of the belief he/she is responsible for the procedure used to make the decision rather than the outcome.