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Scale Reviews

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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


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 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).

The scale is composed of four, seven-point Likert-type statements that are intended to measure a person's attitude regarding the effort required to learn and use something. Nysveen, Pederson and Thorbjørnsen (2005) used the scale with mobile services but it appears to be amenable for use with goods as well.

How easily a person believes that a certain product can be used or learn to be used is measured in this scale with eight, seven-point statements. Thompson et al. (2005) referred to the scale as product usability.

The five item, seven-point Likert-type scale measures a person's attitude regarding a variety of specific chacteristics of a website that have to do with the quality of its design.

Five, seven-point uni-polar items are used to measure a person's attitude about a certain website, touching on both the functionality and the likeability of the site.

The scale is composed of five, seven-point semantic differentials that are intended to measure the portion of a person's attitude resulting from perceptions of the functional performance of the product/brand or its expected performance.