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Scale Reviews

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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


A five-item, five-point Likert-type scale is used in measuring the number of times in the previous two years a customer recalls receiving information from his/her insurance company about policies or other products.

This scale has four, seven-point Likert-type statements that measure a person's reported knowledge and confidence about the right over-the-counter drugs to buy for treatment of an ailment.