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Testimonial

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

risk

The scale uses three, seven-point Likert-type items to measure a person’s belief that everyone could experience a house fire and, if it occurs, smoke detectors can reduce the damage.

Using four, seven-point Likert-type items, the scale measures the degree to which a consumer believes that making a selection from a particular product category is difficult because of the uncertainty about choice is "right."   

The scale is composed of four, nine-point Likert-type items that measure how much concern and worry a person expresses about how a particular product with a particular attribute will function.

The three-item, seven-point Likert-type scale measures a shopper’s uncertainty that he/she will be able to choose a product from the assortment provided by a particular retailer that will meet his/her expectations.  Two slightly different versions of the scale are provided.

With three, seven-point Likert-type items, the scale measures the degree to which a consumer is sure that buying a particular product is the correct decision.

The degree to which a person believes he/she will contract a certain health condition and is worried about it is measured with four, nine-point items.

Four, nine-point Likert-type items measure how vulnerable a person believes it would be to engage in sex given a certain hypothetical context.

Three, seven-point items measure a person’s belief that an e-mail message he/she has received is risky in some way.  (The type of risk is not specified in the scale.)

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 likelihood of experiencing five different types of risk consequences with respect to an unfamiliar brand in a certain product category is measured with five, seven-point items.