You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


The scale has four, seven-point items that measure the degree to which a person believes that an e-mail message he/she received from a company is relevant and a convenient source of information.

Three, seven-point Likert-type items are used to measure a person's belief that a story describes something that he/she as well as the person's peer group would experience

How likely a person believes he/she will be threatened by a particular health condition sometime in the future is measured in this scale with three, seven-point items.

The extent to which a person relates to the message in an ad and believes the ad provided information of interest is measured using four, seven-point items.

This three item, Likert-type scale measures how well a person believes the advertisement for a certain product is suited for that product. 

The scale uses three, nine-point uni-polar terms to measure how important something is to a person.  The scale is "general" in the sense that the three items composing the scale are not specific to any particular object and can be paired with properly written instructions to refer to almost any object.

A person's belief that personalized advertising has benefits such as being treated as an individual and receiving relevant information is measured in this scale with five, seven-point Likert-type items.

Eight uni-polar items are used to measure a person's belief that receiving advertising that has been personalized for him/her in some way is unpleasant and disgusting.

The importance of the brand to a consumer's purchase decision is measured in this scale with four, seven-point Likert-type items.  The focus is on the extent to which the consumer takes the brand of a product into account.  Further, the scale is meant to be used within a product category rather than across all categories since the relevance of brand names in a person's decision could vary from category to category.

A person's attitude about the utility of information provided in an advertisement for a certain product is measured in this scale with five, seven-point Likert-type items.