You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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


Four statements are used to measure a person's beliefs regarding the helpfulness of information provided at a website. The scale was called information content perceptions by Montoya-Weiss, Voss, and Grewal (2003).

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.

Six statements are used to measure the degree to which a consumer believes that a particular online store she/he recently used is helpful in searching for and purchasing products.

The scale has four, seven-point statements that are suppose to measure how much a person would interact with a website in the future because of its content-related usefulness such as providing a search function, detailed information, and multimedia features.

The scale is intended to measure the degree to which a person believes that a retail website is easy to use in terms of finding products, getting around, and placing orders. Five, seven-point Likert-type statements compose the measure.

A person's beliefs regarding the ease with which a person can find things at a website and move around in it are measured with four statements. The scale was called navigation structure perceptions by Montoya-Weiss, Voss, and Grewal (2003).

The scale is composed of three, seven-point bi-polar adjectives intended to measure the extent to which a person perceives a stimulus to be useful with an emphasis on its practicality. The stimuli with which the scale was used by Cox and Cox (2002) were drawings of dress designs.

Three semantic differentials are used to measure how important and useful something is to a consumer. As used by Miyazaki, Grewal, and Goodstein (2005), the scale was meant to measure a product attribute's salience to a consumer in an evaluation task. However, it appears the items are generic enough to be used in a variety of contexts.

Three, seven-point semantic differentials are used to measure the extent to which some product information to which a consumer has been exposed is viewed as being helpful in evaluating a product. The emphasis appears to be on the content of the information versus the form/style in which it is presented. The scale was referred to as diagnosticity by Ahluwalia (Ahluwalia 2002; Ahluwalia, Unnava, and Burnkrant 2001) as well as Gürhan-Canli and Batra (2004).

Three, seven-point Likert-type statements are used to measure a person's attitude regarding the extent of control he/she had over a particular Internet-related task. The scale was called decisional control by Mathwick and Rigdon (2004).