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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

responsibility

The scale uses seven questions with a six-point response format to measure the degree to which a person believes that one organization is more moral than another. As structured by Reed, Aquino, and Levy (2007), two specific companies were identified for respondents and they had to compare them in terms of their morality-related characteristics.

This seven-point scale is intended to assess a person's tendency to act impulsively with the emphasis being on one's lack of self-control.

Three Likert-type items with a seven point response format are used in this scale to measure a person's attitude about a company's expression of humanitarianism, with specific emphasis on the degree to which it financially supports "worthy causes."

Three, seven-point semantic-differentials are used to assess a customer's attitude regarding the extent to which an event that occurred was within the purview of what a specified person or organization could control. The main application of the scale would be to determine the extent to which a customer who has had a bad experience believes a person or organization in charge of a service could have prevented the problem.

This three item, five-point Likert-type scale is intended to measure the degree to which a consumer believes that him/herself and others should buy the products of a corporate sponsor of some cause because it benefits the community. The scale was called reciprocal intention by Du, Sen, and Bhattacharya (2008).

This Likert-type scale measures the degree to which a person views a company as supporting a cause due to its (the owners' and/or employees') genuine interest in the cause, with an emphasis on helping the community.

This scale has three statements that are used to measure the extent to which a consumer places blame for an unsuccessful search episode on other people rather than on self or employees of a store.

Three statements are used to measure the extent to which a consumer attributes the unsuccessful collection of shopping-related information to the place(s) that were visited during a particular search episode (e.g., retail stores, websites).

The degree to which a consumer takes personal responsibility for an unsuccessful search episode is measured with three statements.

The scale is composed of three, seven-point semantic-differentials that measure the extent to which a customer believes that a certain party is responsible for a particular service failure.