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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

attitudes

This is a three-item, five-point Likert-type scale that measures a person's feeling of healthiness in comparison with others of similar age. Lumpkin and Hunt (1989) referred to this scale as good health.

This is a three-item, five-point Likert-type scale measuring the degree to which a consumer considers the prices charged by a store to be an important issue.

A three-item, five-point Likert-type scale is used to measure a consumer's sense of the ethical behavior displayed by companies in general. The scale was referred to as consumer normlessness by Durand and Lambert (1985).

This is a two-item, seven-point scale measuring the degree to which a consumer perceives a product category to have many different brands composing it. Sujan and Bettman (1989) referred to this scale as product category submarkets and used it for 35mm SLR cameras.