You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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


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.

This five-item, seven-point Likert-type scale measures a consumer's willingness to spend the time and energy necessary to shop around if need be to purchase grocery products at the lowest price. A four-item version was used by Manning, Sprott, and Miyazaki (1998) and a six-item version was used by Ofir (2004).

Three Likert-type statements are used to assess a person's attitude about there being a positive relationship between price and quality.

The extent to which a person perceives a stimulus to be relevant and important is measured in this scale using seven-point bi-polar adjectives.

Three, nine-point statements are used to measure the extent to which a consumer believes that the advertised new features of a product provide additional benefits and value to the product.

The scale measures the likelihood that a consumer is willing to continue doing business with a firm even if its prices increase somewhat. The four, seven-point scale was referred to as willingness to pay more by Srinivasan, Anderson, and Ponnavolu (2002).

This is a multi-item, seven-point Likert-type scale measuring the degree to which a consumer reports using coupons and enjoying it. A five-item version was used by Lichtenstein, Ridgway, and Netemeyer (1993), Lichtenstein, Netemeyer, and Burton (1995), Lichtenstein, Burton, and Netemeyer (1997), and Burton et al. (1998, 1999). In those studies the scale was referred to as coupon proneness.

The four item, nine-point scale attempts to assess a consumer's perception of the justness or equitability of a certain price for a certain product.

Four, seven point Likert-type statements are used to measure a consumer's belief that he/she has the ability and opportunity to significantly affect the shopping process, particularly in terms of the value received for the money spent.