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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation


This is a three-item, three-point Likert-type scale measuring one's attitude about donating time to a community organization. The measure was referred to as willingness to donate by Yavas and Riecken (1985).

A three-item, seven-point semantic differential scale is used to measure the perceived "activity" of a stimulus.

This is a four-item, six-point, Likert-type scale assessing a person's enjoyment of and interest in cooking. It appears to be the scale used by Dickerson and Gentry (1983) called culinary enthusiast. It may also be similar to the scale called attitude toward cooking used by Burnett and Bush (1986).

This is a three-item, nine-point Likert-type scale that measures the degree to which a person considers a commercial to have been funny.

Four, six-point statement are used to measure the importance of several characteristics of a school, college, or university to a person. The object in the Arora (1982) study was a university and he developed Stapel, Likert, and semantic differential versions of the scale.

This is a seven-item, six-point, Likert-type scale that measures a person's interest in shopping at home by phone or mail.

This is a two-item, five-point Likert-type summated ratings scale measuring the degree to which a person (a parent) believes that a child should be ''older'' before being allowed to take on certain responsibilities alone. It was referred to as Fostering Responsibility by Carlson and Grossbart (1988).

This is a two-item, seven-point semantic differential rating scale that measures the degree to which a consumer indicates that a purchase decision for a particular product is influenced more by his/her cognitive thinking rather than feelings.

Three, three-point Likert-type statements are used to measure the degree to which one believes that donating time to an organization benefits the community and is appreciated. The measure was referred to as benefit to the community by Yavas and Riecken (1985).

This five-item, six-point, Likert-type scale measures a consumer's attitude about shopping at local stores. It was referred to as negative attitude toward local shopping by Hawes and Lumpkin (1984) because items were scored such that higher scores implied more negative attitudes.