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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


The six item, nine-point Likert-type scale measures the difficulty a consumer had in knowing what people from various references groups thought about products and what their recommendations would have been. The scale was called ambiguous social reaction by Heitmann, Lehmann, and Herrmann (2007).

The scale has uses four, five-point statements to measures a person's overall satisfaction with an organization or business and would suggest it to others.

The scale is composed of three, seven-point Likert-type statements that are used to measure a customer's expressed likelihood of suggesting to others that they buy from a particular business (company or retailer) in the future.

Four Likert-type items with a seven point response format are used in this scale to measure the degree to which a person believes that a specific nonprofit organization has explicitly approved of a certain brand (or line of products) from a company.

This Likert-type scale is purported to measure a consumer's attitude toward an ad with heavy emphasis on the extent to which the ad reinforces existing beliefs about a brand.

Seven-point items are used to measure the expressed likelihood that a person would accept the opinion and selection of another person with respect to a particular product choice.

The degree to which a person expresses openness to use information learned from advertising when making purchase decisions is measured with four, seven-point Likert-type statements.

The scale has three, seven-point Likert-type items that measure the degree to which a person believes that an advertisement he/she has been exposed to has increased the likelihood of remembering the brand, recommending it, and buying it.

The degree to which a person speaks well of something and does so in an active manner is measured using three, seven-point Likert-type statements. The object of the measurement in the study by Arnett, German, and Hunt (2003) was a university and how well graduates talked about it. The authors referred to the scale as promoting.

Seven, seven-point items are used to measure the frequency with which a customer speaks well about his/her relationship with a particular business and has recommended it to others. A car dealership was examined by Brown et al. (2005).