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Testimonial

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

product

How reliable and dependable a consumer believes a product (good or service) to be is measured with three, seven-point items.

How much a person believes it would be enjoyable to post online regarding a particular product is measured with three, seven-point items.

Using five, five-point Likert-type items, the scale measures how much a product conveys the presence of a human being, with an emphasis on social and affective attributes.

How much a consumer believes that a particular product he/she purchased was not identifiable to others nor did it draw attention.  For the scale to make sense, it probably should be used with respect to a retail store in which one’s shopping activity could be witnessed by others.

The scale measures how much a consumer believes that it is awkward and uncomfortable to purchase a particular product when the behavior can be observed by others.  Based on the items, some of the embarrassment comes from the product itself while some is due to other people witnessing the purchase.  A five- and an eight-item version are described.

Four, seven-point Likert-type items measure how much a person feels that he/she might not be accepted by “others” (unspecified) because of a choice he/she made.

How much a person believes it would be a good idea for a product to be upgraded is measured with three items.  The phrasing of the sentences lends itself most to upgrade decisions made by someone else but which the respondent would be affected. 

The level of risk-related concern a consumer has about purchasing a particular object is measured with three, seven-point Likert-type items.  While the scale was made for use with a product, it appears it could be used with other objects that may not be considered “products” per se such as a house, a company’s stocks, or a rare piece of art.

Three, seven-point Likert-type items measure how novel and special a person believes the design of something to be.  While the scale was made for use with a product, it appears to be easily adaptable for use with other objects as well, e.g., a house, a pool, a museum.

With four, nine-point Likert-type items, this scale measures a person’s belief that he/she has a clear idea of what a particular brand is about and where it is headed in terms of the types of products it will offer in the future.