You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


The Marketing Scales Handbook is indispensable 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

Entitativity of the Product

With five, nine-point Likert-type items, the scale measures how much a consumer believes that every unit of a particular branded product performs the same way as the other units of the product and with the same goal.