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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


The scale is composed of three, seven-point Likert-type statements that measure the extent to which a person indicates that he/she is an informed consumer.

The seven-point scale is a measure of the relative knowledge a person reports having about cars and their operation compared to the "average" buyer. Srinivasan and Ratchford (1991) and Sambandam and Lord (1995) used a Likert version of the scale whereas Bottomley, Doyle, and Green (2000) used a semantic differential variation.

Ten, seven-point statements are used to assess a consumer's knowledge about and familiarity with automobiles, at least in terms of the information needed to make a purchase decision. The scale was called product experience by Mason et al. (2001).

The scale is composed of seven, seven-point Likert-type items that gauge the level of interest, experience, and expertise a person expresses having with regard to Internet-related services.

The scale measures the perceived trustworthiness and expertise of the source of a message. It has been measured using six bi-polar adjectives and a seven-point response format with the exception of Gotlieb and Swan (1990) who used just five items.

Three Likert-type items are used to measure the extent to which a person describes him- or herself as more knowledgeable about skin cancer than most people.

Four, five-point Likert-type statements are purported to measure the extent to which a person reports having a lot of experience with a product and knowledge of how to use it.

This three-item, five-point Likert-type scale is purported to measure a person's subjective knowledge about some specified category of products. The scale was apparently used twice by Beatty and Talpade (1994): once for the sample (teens) to evaluate relative contributions in a decision regarding a durable product for teenager use and another time related to a durable product for family use.

Three, nine-point items are used to measure the extent of knowledge a person reports having about some specified product class. The product category studied by Park, Mothersbaugh, and Feick (1994) was CD players.

This four-item, eight-point scale is intended to measure the degree of involvement a consumer has with a product. Zinkhan and Locander (1988) referred to this measure as product interest. The scale used by Zinkhan, Locander, and Leigh (1986) had only three items.