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

value

A person's opinion regarding the information value of advertising is measured using four, seven-point Likert-type items.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

A consumer's belief in a brand's superiority over competing brands and willingness to pay more for it is measured using four statements.

Three, seven-point uni-polar items compose the scale and measure the degree to which a person believes a particular magazine is useful and worth reading.  The emphasis is on the magazine's utilitarian value rather than its hedonic value.

The degree to which a customer considers his/her insurance premiums to be fair and reasonable given the service received is measured in this scale with three, seven-point Likert-type items.

A seven-item, seven-point Likert-type scale is used to measure the concern a consumer has for paying low prices contingent on some product quality expectations.

How much an object is worth to a person is measured in this scale with three items.  Although the scale might be used for other purposes, it makes the most sense when used with an object that has been owned or associated with someone who could be viewed by the respondent as a "celebrity."  Even if that person is not liked, the association may lead to the object being valued more by the respondent than it otherwise would have been.

Three semantic differentials are used to measure a person's attitude regarding a particular investment, with an emphasis on how "good" it is considered to be.

The items composing this scale are used to assess a customer’s evaluation of his/her transactions with a specified business in terms of its perceived value (money, time, and effort).

A consumer's motivation to purchase in stores that carry pre-owned goods because of the opportunity to buy more things for less money is measured in this scale with three, five-point items.  The scale was called gratificative role of price by Guiot and Roux (2010).

This scale uses four, five-point items to measure the degree to which a consumer likes to shop in stores with pre-owned goods in hopes that something valuable will be found.