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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

quality

This five-item, five-point Likert-type scale is used to measure a person's opinion of brand name products in general.

Two-item, five-point items are used to measure the recalled number of times a company failed to handle a customer's request in the previous two years. Crosby and Stephens (1987) used the scale with policy owners and asked them to respond about insurance companies.

A 44-item, three-point scale is used to measure a consumer's satisfaction with a specific product.

A six-item, five-point Likert-type scale is used to measure a consumer's attitude toward business and products in general.

This five-item, six-point, Likert-type scale measures a consumer's attitude about shopping at local stores. It was referred to as negative attitude toward local shopping by Hawes and Lumpkin (1984) because items were scored such that higher scores implied more negative attitudes.

This is a five-item, three-point scale measuring a consumer's satisfaction with the pricing of a specified product.

This is a three-item, five-point semantic differential scale measuring a person's evaluation of a brand of shampoo.