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


This three-item, nine-point Likert-type scale is used to measure the degree to which a person indicates that a commercial was interesting and got his/her attention.

This is a five-item, seven-point semantic differential scale measuring how arousing a consumer believes a particular advertisement to be.

This is a three-item, six-point, Likert-type scale that assesses the degree to which a consumer reports using magazine and television ads when making purchase decisions.

This is a two-item, five-point Likert-type scale measuring the number of times in the previous two years a customer recalls being exposed to mass media advertisements by his/her a particular company.

This three-item, nine-point Likert-type scale measures the degree to which a person perceived a commercial to be confusing because some aspect(s) of it distracted from understanding the ad's message.

The three item scale used by Whipple and Courtney (1980) measured the degree to which consumers described an ad as being insulting to themselves and others.