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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

value

This is a four-item, six-point, Likert-type scale that measures a person's interest in ads involving sales. It was referred to as advertising special shopper by Lumpkin (1985).

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.