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Scale Reviews

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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


The scale is composed of three, seven-point statements that measure the degree to which a person views a loyalty program as being financially valuable, relevant, and desirable.

A consumer's attitude about a particular price-deal he/she has been exposed to is measured with Likert-type measures in this scale.

The four item scale measures the degree that a customer believes that a particular service provider will provide him/her with a good deal and preferential treatment.

This semantic differential scale measures a consumer's degree of satisfaction with something specific rather than his/her overall level of contentment in life. The scale may be most suited for measuring a consumer's satisfaction with another party with whom a transaction has occurred or with whom a relationship has developed.

The scale has been used to study salespeople (Oliver and Swan 1989a; Reynolds and Beatty 1999a, 1999b), hairstylists (Price and Arnould 1999; Bansal, Taylor, and James 2005), banks (Jones, Mothersbaugh, and Beatty 2000), and auto repair facilities (Bansal, Irving, and Taylor 2004; Bansal, Taylor, and James 2005; Thomas, Vitell, Gilbert, and Rose 2002).

The scale is composed of several Likert-type items used to measure the perceived quality of a product.  In several of the versions of the scale, the emphasis is on the product's expected level of future performance (e.g., durable, reliable, dependable).

Four, seven point statements are used to measure a consumer's stated likelihood of buying a particular product that is being offered at a certain price.

Three, seven-point items are used to assess the extent to which a consumer believes that the price of a particular product provides an accurate indication of its quality. The scale was called cue reliability by Darke and Chung (2005).

Three items are used to measure a consumer's estimate of a product's price.

Four, seven-point Likert-type items are used to measure a consumer's belief that there is a positive relationship between product price and quality.

The scale is composed of three items with seven-point response formats that measure a person's attitude regarding the probability that consumers would go to the effort to compare a certain store's prices to other stores.