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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

cognition

The scale uses three, seven-point questions to measure how much a particular activity or other stimulus motivated a person to think about the responsibilities involved with taking care of a child.

How much a person thought about a branded product while dealing with it in a game is measured using three, seven-point Likert-type items.  The scale is most appropriate to use when the branded product is essential to the game rather than being unnecessary.

The scale has five, five-point items that measure how much a person feels mentally drained and unfocused at the current time. 

Seven, five-point items are used to measure the degree to which a person has a type of cognition in which reality is viewed in terms of polar opposites rather than a continuum.  An eight-item version of the scale is also described.

This 12-item scale measures a person’s awareness of alternatives, willingness to adapt, and confidence in his/her ability to behave effectively in a particular situation.

Three, five-point items measure how much a person believes a particular event or activity motivated him/her to think about forming relationships with other people.

How much a person believes a particular event or activity motivated him/her to think about maintaining long-term relationships with other people is measured with three, five-point items.

With four, five-point items, the Likert scale measures how actively a person thought about an object and, in particular, how useful he/she believed it could be.

The scale contains four, seven-point Likert-type items that measure a person’s use of self-categorization and conceptual overlap to consciously link his/her identity with the identity of a particular organization.

The general tendency to attribute distinct human mental capacities to nonhumans is measured with 15 questions.