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

quality

The leadership ability of an athlete with his/her team as well as his/her relative standing with other athletes in the sport is measured using three, seven-point Likert-type items. 

With three, seven-point Likert-type items, this scale measures the leadership of a particular company's chief executive office, particularly as it pertains to managing the development of innovative products. 

The effectiveness and leadership of a state governor is measured using three, seven-point Likert-type items. 

A consumer's belief in a brand's superiority over competing brands and willingness to pay more for it is measured using four statements.

Three items are used to measure how much a consumer believes that a brand extension will be of better quality than most other brands.  The statements are phrased somewhat hypothetically because, as used by Sichtmann and Diamantopoulos (2013), the extensions were fictitious but the brands themselves were real and familiar.

Using nine, five-point Likert-type items, the scale measures a consumer's tendency to place greater importance on low prices rather than high quality when shopping, particularly with respect to groceries.

How well a person likes a hotel and wants to stay there is measured with three, seven-point items.

Ten, five-point uni-polar items are used to measure how important a person believes technical aspects (lighting, sound, editing) are to judging an ad's quality.

The importance a person places on artistry and creativity in judging the quality of an advertisement is measured in this scale using four, five-point uni-polar items.

The scale has three, five-point uni-polar items and measures how important a person believes realism and believability are in evaluating an advertisement's quality.