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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

status

A consumer's preference for products with noticeable brand logos is measured using four, nine-point bi-polar adjectives.

Four, ten point, semantic differentials are used to measure how positively or negatively a person feels about him- or her-self.

The degree to which something or someone is viewed as stylish and trendy is measured in this scale with three, nine-point, semantic differentials. 

Three, seven-point Likert-type items are used to measure how much a person uses a product because of the positive social value it is expected to have.

A consumer's tendency to buy well-known brand name products (national brands) rather than those owned by distributors (store brands) is measured with three, seven-point Likert-type items. 

Four, five-point bi-polar adjectives are used to measure a customer's opinion about a store's sophistication and fashionability.

The degree to which a person believes in the inequality between those people with more power and those people with less.  Four, five-point Likert-type items compose the scale.

Three unipolar items are used to measure the extent to which a person believes an advertised product has a status that is admired by others.  The scale was referred to as symbolic concept by Aggarwal, Jun, and Huh (2011).

A personality-type factor having to do with femininity and glamor traits is measured in this scale using three, seven-point unipolar items.

The degree to which a person believes a deal that has been offered to him/her was limited to just a few customers and not widely available to other customers is measured with four, nine-point semantic differentials.