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Scale Reviews

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The Marketing Scales Handbook is indispensable 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


With three, seven-point semantic differentials, the scale measures how large or small an object is perceived to be.  The scale is considered general because it appears like it could be used for evaluating a wide variety of stimuli.

The scale has three, seven-point semantic differentials that measure how large a consumer considers a particular discount on a product’s normal price to be.

A person's belief about the perceived market share for a certain product is measured in this scale with three, six-point items.

This three item, seven-point semantic differential measures a person's estimate of how lengthy a stimulus is in terms of elements it contains. In Raju, Unnava, and Montgomery (2009) the stimulus was a print-type ad for a fictitious brand of car and respondents were asked to indicate the number of arguments in the ad.

The scale is composed of three, five-point Likert-type items that measure the degree to which a consumer wishes that he/she could stock up on more grocery item specials but is not able to because of limitations in storage space and money. Talukdar (2008) referred to the scale as perceived inventory holding cost.

The three-item, Likert-type scale measures the degree to which a subject perceives two or more ads to be of different size.