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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

Attitude Toward Advertising by Professionals

Snizek and Crocker (1985) used a 10-item, five-point Likert-type scale to measure the attitude toward advertising of professional services, probably from a field that has not traditionally had much advertising. The items in this scale are written so that professionals in the focal field are to respond to them rather than those who might be users of their services. Snizek and Crocker (1985) used the scale with attorneys.