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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. 

Measuring Satisfaction

Whether it has been measured with a quick-and-dirty question OR a well developed multi-item scale, satisfaction has become one of the most measured attitudes in consumer research.  That is because it is important for marketers to know how well a product (good or service) has solved a problem, that it led to the desired result, and that it left the customer feeling pleased.  In many cases, a “general” measure is adequate for the purpose.  Many of that type are in the Marketing Scales database.  In other cases, however, a more specific measure is desired by the researcher.  Some new scales of that type are featured here now.  The names of the measures are: Satisfaction with the Brand,  Satisfaction with the Co-Produced Product, Satisfaction with the Resort, and Satisfaction with the Service Agent.  Each of these have been developed and used by scholars for studies in which the precision of the metric is critical for the sophisticated analyses they conduct.  These new scales join hundreds of other measures of satisfaction in the database as well as thousands of other measures that have been used in advanced consumer research.  To have easy access to them all, use a Day Pass

Scales Database Reaches Another Milestone!

A major milestone was achieved at this website recently.  First, here is a bit of background.  The first reviews were written in 1990 and about two years later, the first volume of the series was published.  It wasn't until 2011, however, that the reviews up to Volume 4 were put online (about 1,300 of them).  Since then, another 2800 have been added.  There are over 4,100 in the database!  The bottom line is that is by far, the largest online source of multi-item scales that have been used in studies by the world's top scholars of consumer behavior.  You can benefit from their work and improve the precision of your research by using the same scales as the pros.

End of Year Update

It is the end of the year and a good time for an update.  The biggest news is that the selection and review of scales that will be in Volume 10 is almost done.  It will take another couple of months to finish writing the reviews, putting everything together, and having the book published.  The new volume is expected to have reviews of about 400 new scales.  Although these scales are not in any of the previous volumes of the series, they are already being added to the database here at the site.  If you have searched the database in the past and not found what you needed for a questionnaire, it is worth trying again.  A related suggestion is that when you search for scales, be sure to try a variety of names for what you want to measure.  What scholars and practitioners call particular scales and constructs can vary.  For example, what some researchers refer to now as "engagement" is what others may have called "involvement" in the past.  If you still can not find what you need, contact Dr. Bruner and he can provide some suggestions you may not have thought of.