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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Ad Format Beliefs (Annoyance)

The scale is composed of four, five-point uni-polar items that are used to measure a person's beliefs regarding the way an advertisement is visually presented with an emphasis on how irritating it is. The study by Burns and Lutz (2006) focused on the types of ad formats used online, e.g., banners, pop-ups, skyscrapers, interstitials. A five-point Likert-type response format was used with the items.