You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


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


This scale has three, seven-point items that measure the degree to which a viewer believes that a particular person in an advertisement belongs to a religious minority in the country.

Composed of four, seven-point items, the scale measures how much a person spends time with other members of a religious organization, enjoys it, and contributes to it.

The strength of belief in the existence of GOD and its involvement in one’s life is measured with three, seven-point items.

The degree to which a person is thinking about faith in GOD at the moment is measured in this scale with three, seven-point questions.

Composed of five items, the scale measures how much a person has a heartfelt faith for a particular religion characterized by such things as confidence in his/her religious beliefs, desire to live by those beliefs, and willingness to defend them publicly.

Five, six-point items are used to measure the extent to which a person describes his/her faith (unspecified) as providing meaning to life and affecting aspects of how he/she lives. 

With three, seven-point items, the scale is intended to measure how much a person engages in particular religious activities: praying, reading scripture, and attending services.

The degree to which a person believes the fundamental tenets of a religion, such as the reality of GOD, is measured using four, seven-point Likert-type items.

The extent to which a person is superstitious is measured based his/her belief in three phenomena that, if genuine, would violate basic limiting principles of science.

A person's strong negative reaction to a decision or action taken by a church is measured using three, seven-point Likert-type items.  Although two of the items use the term "church," they could be easily modified for use with a variety of organizations, religious or not.