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Scale Reviews

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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Internet Usage (Immediate Gratification)

Using four, seven-point Likert-type items, this scale measures the degree to which a consumer shops online rather than in retail stores because of the immediate positive feelings that are experienced.