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Scale Reviews

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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


The scale has three, seven-point items that measure how well a shopper believes that he/she was better informed than others for a particular purchase due to materials read as well as engaging in other research activities.

This scale uses five, seven-point items to measure a person’s belief in his/her ability to operate manual and automatic transmission automobiles.  (Two items refer to driving a manual transmission vehicle while the other three items are relevant for either type.)

How soft a person judges a particular seat to be is measured with three, nine-point items.  Given the phrasing of the items, the object should be something a person can sit on and has arms such as with a sofa, chair, or car seat.

Seven, seven-point Likert-type sitems are used for measuring the degree to which a consumer recalls having a positive experience with a specified product. The scale was referred to as experience with previous car by Srinivasan and Ratchford (1991).

This seven-item, seven-point Likert-type scale is used in measuring the perceived benefits of gathering information from external sources before making a purchase decision.

The scale has four, seven-point Likert-type items that measure the degree to which a consumer has had a positive experience with the manufacturer and dealer in the purchase of some specified product. Srinivasan and Ratchford (1991) referred to the scale as experience with previous manufacturer or dealer.

This scale is a six-item, seven-point Likert-type measure of the time, energy, and effort a person reports having spent on the information search process before buying a particular new product.

The seven-item, seven-point scale assesses a person's understanding of cars, with particular emphasis on having familiarity with the purchase process.

A person's assessment of a product's quality as compared to the quality of referent products of the same category is measured with three, nine-point Likert-type items.

Seven, five-point items are used to measure a person's attitude regarding the quality of a dealer based upon beliefs about specific services it provides.