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Scale Reviews

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The Marketing Scales Handbook is indispensible 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

Risk (Personal)

The scale has three, five-point items that are supposed to measure the probability that a product will not perform as expected for reasons that could be viewed as "personal." (See Origin below for more details.) If one accepts the two component model of perceived risk (e.g., Bauer 1960; Cox 1967), then this scale most heavily taps into the uncertainty component as opposed to the consequences component.