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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta


This is a two-item, seven-point Likert-like scale measuring a consumer's inclination to actively look for a brand and purchase it for his/her own use or as a gift for another person.

A seven-item, seven-point Likert-type scale is used to measure the degree to which a person reports him/herself to like shopping around and gathering product information even if not immediately needing to buy anything. Raju (1980) referred to the measure as exploration through shopping.

A three-item, five-point Likert-type scale is used to measure the degree to which a parent reports discussing the content of advertising with his/her child.

An 11-item, five-point scale is used in measuring adolescents' expectations about their consumer roles once they start to work and raise a family. The role reflects things "good" consumers are supposed to do or not do.

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