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Testimonial

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

clarity

How vividly a person believes he/she can imagine food products being associated with physical waste is measured with three, seven-point items.  The items make the most sense if the participants have read something about food products that contain ingredients that are safe to be eaten but are otherwise going to be discarded.

Five, seven-point semantic differentials are used to measure how noticeable daily fluctuations are in a particular company’s stock price.

Composed of four, seven-point Likert-type items, the scale measures how much a person was able to imagine touching and using a product.  The items are phrased with the assumption that participants have already seen or heard about the product.

The clarity with which a person has a picture in his/her mind of a particular object or event is measured with three, seven-point items.

How much a person believes that he/she has a clear role in a particular community as do the other members is measured in this scale.  A four-item and a two-item version are described.

The scale uses seven items to measure how much a person believes that a particular typeface is uncommon and difficult to read.  Responses to the items are made with a seven-point Likert-type scale.

The scale has four, seven-point items that measure a consumer’s relative level of familiarity with a product category as well as a good understanding of the attributes that will provide satisfaction.

The degree to which a person believes the text at a particular website is easy to read and understand is measured with three, five-point Likert-type items.

The degree to which a person reports being able to “see” in his/her mind a particular object or action is measured with three, seven-point Likert-type items.

The scale has four, seven-point semantic differentials that are intended to measure the visual clarity and intensity of a particular advertisement.