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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

quality

How well a person likes a hotel and wants to stay there is measured with three, seven-point items.

Ten, five-point uni-polar items are used to measure how important a person believes technical aspects (lighting, sound, editing) are for judging an ad's quality.

The importance a person places on artistry and creativity in judging the quality of an advertisement is measured in this scale using four, five-point uni-polar items.

The scale has three, five-point uni-polar items and measures how important a person believes realism and believability are when evaluating an advertisement's quality.

The scale uses six, seven-point items to measure a consumer's opinion of a product's effectiveness, with particular regard for how it compares to similar products in treating a certain problem.

The four, seven-point Likert-type items are used to measure a customer's level of doubt regarding the negative consequences for him/her due to the reduction in workforce being conducted by a business with which the customer has a relationship.

The degree to which a person believes that a brand has been made by a trustworthy company, is high quality, and is better than the competition is measured with three, five-point Likert-type items.

This scale uses four, seven-point Likert-type items to measure the extent to which a consumer believes so-called "green products" are of high-quality and better than those that are not considered to be "green."

Three, seven-point Likert-type items compose the scale and measure the functional utility of a particular brand in a particular product category.

Seven, nine-point items are used in the scale to measure a person's beliefs regarding a pair of hiking boots.  The emphasis is on how well the boots are thought to perform on the listed characteristics.