You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

usefulness

This nine-item, seven-point semantic differential scale is used to measure a respondent's overall opinion about engaging in a particular preventative health activity. Oliver and Berger (1979; Oliver 1980) examined attitudes toward getting a flu shot.

Ten unipolar items are used with a six-point response format to measure the use fulness and enjoyment a person perceives in an object such as a good or service.

This semantic differential scale measures "felt involvement" toward product information presented in an advertisement. "Felt involvement" was defined by Celsi and Olson (1988) as the motivation to process information in a particular situation and is caused by two other types of involvement: enduring involvement and situational involve ment.