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Scale Reviews

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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

vacation

The scale has three, seven-point items that measure a person’s intention to say good things about a resort and encourage friends to go there. It appears the scale is easily adaptable for other places that involve lodging.

Four items are used to measure the probability that a person who has seen a vacation spot in an advertisement will engage in certain positive behaviors with respect to it.

The scale is composed of three, nine-point Likert-type statements that measure the degree to which a person agrees that the information communicated in an ad he/she has been exposed to corresponds with an experience the person has in mind.

The scale is composed of four, nine-point Likert-type statements that measure the degree to which a person agrees that the visual elements of an advertisement contain informative details relevant to the consumption of a particular good or service.

The scale is composed of three, nine-point Likert-type statements that measure the extent of a person's plans to engage in activities related to traveling to a specific vacation destination.