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Testimonial

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

Need to Reexperience Music

A three-item, six-point Likert-type scale is used to measure the degree to which a person expresses a desire to hear a piece of music again and have temporal control over it. As modeled in the study by Lacher and Mizerski (1994), the construct represented by this measure lies between affect and purchase intention and is distinguished from them.