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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

television

The scale seems to measure a person's overall interest in soccer but most particularly gauges the degree to which a person was involved in watching a particular game on television.  The measure is composed of eight, seven-point items with seven of the items being of the Likert-type.

Five one-word positive descriptors are used to measure a person's affective reaction to some stimulus. These descriptors are moderate in intensity as described subsequently.

Five one-word positive descriptors are used to measure a person's affective reaction to a stimulus. These descriptors suggest strong intensity and, as such, appear to represent emotions rather than less-intense sentiments.

This three-item, nine-point Likert-type scale is used to measure the degree to which a person indicates that a commercial was interesting and got his/her attention.

This is a three-item, six-point Likert-type scale that measures the degree to which a person watches television.

This is a three-item, nine-point Likert-type scale that measures the degree to which a person considers a commercial to have been funny.