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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

fun

Three semantic-differentials are used to measure how fun and enjoyable a particular web page is considered to be.

The degree to which a person considers something to have been interesting and fun is measured with three items.

This Likert-type scale has three, seven-point items that measure the degree to which one person considers another person to be funny. 

The scale has four, seven-point Likert-type items that measure how important and fun shopping is to a person, in general.

The scale measures the degree to which a person liked a particular experience he/she had.  Versions with two and four items are described.

How much a person liked a particular experience and thought it was fun is measured in this scale with four, nine-point items.

How much a person enjoyed a particular activity is measured with five, seven-point uni-polar items.

The scale uses three, seven-point items to measure the degree to which a person believes a particular task in which he/she has participated was fun and interesting.

The degree to which a person believes an information-related activity or object is enjoyable as well as worthy of exploration is measured with four, seven-point Likert-type items.  The scale may make most sense in a context where the object being assessed is a lesson, demonstration, or presentation.

Four, seven-point items are used to measure how much a person believes a particular choice process required some effort yet was fun.