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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



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. 

Price-Related Attitude Measurement

Price may not be the sexiest of the 4 Ps but it certainly plays as critical a role as the other three. Consumers may love the Product, know a lot about it from the Promotion, and consider the Place to get it to be convenient, but Price is where “the rubber hits the road.”  Does the consumer think the Product is worth the Price?  Scholars routinely use multi-item scales as they address that question and related ones.  There are nearly a 100 of such price-related measures at that have been reviewed and cataloged.  Joining those scales are four new ones that have recently been used in scholarly consumer research.  The names of these new scales are Discount Size, Price Familiarity with a Product Category, Price Format Comprehension, and Willingness to Pay More.  If you want to know more about these scales and the studies they were used in, brief descriptions will be on the homepage for a couple of weeks and the full reviews are now permanent documents in the Marketing Scales database.

Loosey-Goosey Measurement of Purchase Intention

If a consumer says she is willing to buy a product, is that an expression of purchase intention? If a researcher uses a summated scale that includes items such as I like the product and I want to buy the product, is that a measure of purchase intention? If a marketer wants to estimate demand for a product concept that might be produced in the future, is a purchase intention scale the proper measure to use? My answer to these questions is NO! For my reasons, read the latest pet-peeve blog at the Office of Scale Research.

Scales Library Reaches Another Milestone!

The library database here at now contains over 3,800 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 2019.)  Further, even though Volumes 1 to 4 are no longer available, reviews of the scales they had which dealt with consumer research are available in the database.  Finally, the reviews published in all previous volumes are updated in the database as 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).