You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

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

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.