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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

engagement

Three Likert-type items are used to measure a person’s sense of having been in a mediated environment or virtual reality that had characters and/or objects. 

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.

With four, seven-point Likert-type items, the scale measures how much a person experiences positive affect while dealing with a branded product in a game.  The scale is most appropriate to use when the branded product is essential to the game rather than being unnecessary.

The scale uses four Likert-type items to measure a person’s degree of involvement in a mediated environment that felt intense and enjoyable. 

The degree to which a person focused his/her attention on something specific (stated in the items) is measured with three questions and a ten-point response scale.

The degree to which a participant in an experimental task reports being unable to concentrate and focus is measured with seven, ten-point Likert-type items.

The scale measures a person’s willingness to visit a particular community and be involved with it.  A three- and a five-item version are described.

Five, five-point items measure how much a person felt immersed in a story and distanced from reality.

With ten, seven-point items, the scale measures how much a person is absorbed in an activity because it is the optimal challenge for his/her skill.

This scale has seven, seven-point Likert-type items that measure the degree to which a person was engaged in the “flow” of an advertisement and felt better because of it.