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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam


Three items with a seven-point Likert-type response format are used in this scale to measure the degree to which a person reports feeling in control of some object or activity.

Three, seven-point Likert-type statements are used to measure the degree to which a person believes that a website provides a reasonable amount of useful information.

This simple scale is composed of three, seven-point Likert-type statements that measure a person's overall evaluation of a website. The scale has been symbolized as Aws (Stevenson, Bruner, and Kumar 2000).

This three-item, seven-point Likert-type scale is intended to measure the extent to which a consumer believes that shopping at a particular website is an efficient use of his/her time. Mathwick, Malhotra, and Rigdon (2002) also used the scale with reference to a catalog.

The three, seven-point Likert-type items in this scale measure the degree to which a person believes that the ability to access the Internet with a mobile device gives him/her spatial flexibility. As currently phrased, the implication in the items is that the person is experienced using an Internet-enabled mobile phone.

The scale is composed of three statements that measure how much a person believes an advertisement provides information that is useful in making a brand decision.

The scale is composed of four, simple items with a seven-point Likert-type response format that are intended to measure the degree to which a person believes that, in general, the advertising in a specific country has value because it helps consumers make purchase decisions.

The degree to which a person expresses openness to use information learned from advertising when making purchase decisions is measured with four, seven-point Likert-type statements.

The scale has three, five-point uni-polar items that measure a person's beliefs regarding the way an advertisement is visually presented with an emphasis on how informative and helpful it is. The study by Burns and Lutz (2006) focused on the types of ad formats used online, e.g., banners, pop-ups, skyscrapers, interstitials. A five-point Likert-type response format was used with the items.

The scale is composed of eight items with a seven-point response format and attempts to measure the perceived interactivity of a website with the focus on the site having content that can be managed and keeps the user's attention.