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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta


 Want to know what is going on at Marketing Scales?  Read below about the newest books that have been published and other news of interest. 

New Measures of Health-Related Attitudes

Although many things divide people around the world, one of the things we have in common is a desire for good health. While we may not always engage in healthy behaviors, we still want to be healthy. Featured now are some new measures of health-related attitudes that have been used in scholarly research. The names for the scales are Effectiveness of the Smoking Warning, Efficacy of Joining the Fitness Club, Fluency of the Health-related Information on a Package, and Health Condition Severity. These measures help address the following questions: how well does an anti-smoking message change attitudes and behaviors; do people believe that joining a fitness club will help reduce health risks; how easily can consumers determine the healthiness of a food from package information; and, how serious is a particular health issue considered to be?  Brief descriptions of these new measures are provided on the front page.  Full reviews, including the items and other important information, have now been added to the Marketing Scales database here at the site.

Scales Library Reaches Another Milestone!

The library database here at now contains over 3,900 reviews of multi-item scales.  This is a unique database; nothing like this exists in academia or industry with respect to measures with known reliability for use in consumer behavior research.  The majority of the scales in the database have been reported in at least one of the nine published volumes of the Marketing Scales Handbook series but there are a growing number of new scales that are being added almost every week that have not been in any of the books.  (They are expected to be in Volume 10 when it is finished in early 2019.)  Further, even though Volumes 1 to 4 are no longer available, reviews of the scales that were used in consumer research are available in the database.  Finally, the reviews published in all previous volumes are updated if/when significant new information becomes available.

The bottom line is that, as useful as any one volume in the series can be, only the library contains all of the scales and has the most up-to-date information.

New Book Released!

Volume 9 of the Marketing Scales Handbook series has been published!  If you are familiar with any of the past volumes, this book is generally similar in scope but the material is completely new.  None of the scales in Volume 9 were reviewed in the previous books.  Volume 9 has reviews of 433 scales, more than any book since Volume 6.   In terms of coverage, there are scales related to typical topics such as brands, advertising, stores, purchasing, and pricing.  Additionally, there are new scales for some "smaller" topics that were less covered (if at all) in the previous books such as environmentalism, service dominant orientations, symbolic embeddedness, word-of-mouth activity, switching costs, product installations, place attachment, interactions with employees, and sports.  If you are interested, read more about Volume 9 and download the free sample.

For purchases by individuals, Volume 9 is only available as a paperback.  Initially, it will only be available from or (the printing company).