You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

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

qualification

Twelve bi-polar adjectives are used to measure a person's attitude toward a person. Although used by Tedesco (2002) with regard to a political candidate, the scale could also be used with other roles people play, particularly those in which some qualifications are usually viewed as necessary, e.g., spokesperson, manager, salesperson.

The seven-point semantic differential scale is used to measure evaluations of a service provider a person knows about or has interacted with. The scale may make most sense to use with professionals such as dentists as was done by Raghubir and Corfman (1999) in one of their studies.

The scale measures the perceived trustworthiness and expertise of the source of a message. It has been measured using six bi-polar adjectives and a seven-point response format with the exception of Gotlieb and Swan (1990) who used just five items.

Nine, seven-point semantic differentials are used to measure a person's attitude toward a certain political candidate.