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Scale Reviews

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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation


 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. 

Scales For Volume 11 Are Being Reviewed

Volume 10 of the series was released three months ago and, as of today, the first reviews of scales destined for Volume 11 have been added to the database here.  Although it will be 2 years or more before that book is published, the new scales being reviewed for that book will be regularly added to the database.  At this point, my reviews are focused on scales from articles published in 2018.  The point is that if you have not found something appropriate for your needs in past searches of the database, please search again and keep checking back as more scales are added.

More Measures of Consumers’ Brand-Related Attitudes

Branding is one of the major methods of distinguishing a product from other ones to which it is generically similar.  This is incredibly important to both companies as well as consumers.  Marketing as well as consumer behavior would be substantially different if branding was not possible.  Given its importance, the study of branding is crucial to both practitioners as well as scholars.  One of the key tools used in that stream of research is the multi-item scale, particularly when studying consumers.  It is a method used to precisely measure the attitudes, emotions, and intentions that determine behavior so that researchers can better examine relationships among variables, predict behavior, and draw more accurate conclusions.  Four new brand-related scales are featured now.  The names of the featured scales are: Attitude Toward the Brand Name, Brand Imitation, Brand Sponsorship Motive, and Relationship Orientation of the Brand.  Reviews and descriptions of these four scales are included in the newest publication of the Marketing Scales Handbook series (Volume 10).  Additionally, these new measures join ~ 250 other brand-related scales as well as thousands of other measures in the Marketing Scales database that have been used by scholars in advanced consumer research.  To have easy access to all of the scales in the database, use a Day Pass

Volume 10 Has Arrived!!!

It has been 30 years since work began on the first volume of the Marketing Scales Handbook series.  At that time, we did not know if the book would be accepted for publication, much less that it would become a series with many more volumes released over several decades.  Yet, here we are now; Volume 10 of the series is available!!!  As you can read in the book section of the site, this new volume contains reviews of 402 scales from articles published after the time period covered in the previous volume.