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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

value

The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.

A consumer’s belief that the price of a brand is reasonable and a good value is measured using three, seven-point Likert-type items.

Four, seven-point Likert-type items are used to measure the degree to which a person has an overall respect of self and feeling of inherent value.

The scale uses four, nine-point items to measure which of two objects a person considers to be more valuable and preferable to own. 

This three item Likert scale with a seven-point response format measures the degree to which a person believes that a particular in-store shopping technology would add value to the shopping experience.  As currently phrased, the items are stated hypothetically because participants will not actually have used the technology when responding to the scale but merely have read about it.  The sentences could be easily changed to measure a shopper’s actual experience with the technology.

The rarity and scarcity of an object, such as a product, is measured in this scale with three, nine-point Likert-type items.

The scale has three, seven-point Likert-type items that measure the degree to which a consumer believes that what is received when buying a good or service is greater than what is given up. 

Five, seven-point Likert-type items are used to measure a consumer’s judgement of a product’s quality and the enjoyment it would bring.  As written, the implication of some items is that the consumer has not experienced the product yet.  In that sense, the scale measures anticipated value.

How much a person believes the nature of a specific reward is not only acceptable but motivates him/her to accomplish something is measured with three, seven-point uni-polar items.

A person’s general attitude about a logo is measured with three, five-point semantic differentials.