You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now


I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope


Three, seven-point Likert-type items are used to measure the degree to which a person doubts the veracity of statements made by another person and suspects that he/she is motivated to make inaccurate claims to achieve an unstated purpose.

The degree to which a person holds the general belief that companies making so-called "green" products are dependable and competent is measured with three, seven-point Likert-type items.

A consumer's belief that shopping websites are generally reliable and that Internet vendors can be trusted is measured using four items.  To be clear, the items are not specific to a particular website but rather to online shopping in general. 

A person's attitude about the steadfast, trustworthiness of a company is measured with five items.  The scale seems to be adaptable for a variety of business entities such as a store, a multi-store chain, a website, or a brand.

With five items, the scale measures a consumer's attitude about shopping online, with an emphasis on issues related to trust such as reliability and privacy.  It does not measure a person's attitude about a particular website but rather, shopping online in general.

A customer's level of trust in a particular salesperson is measured with seven, seven-point Likert-type items. 

The scale has five items that are used to measure a consumer's belief that a store is dependable, with an emphasis on the security of personal information and transactions.

The scale uses three items to measure a person's confidence that companies offering products branded as "fair trade" are being truthful about it.

Using three, seven-point items, the scale measures the degree to which a consumer believes a brand is consistently good. 

A consumer's belief that a brand is dependable and has integrity is measured with eleven, seven-point items.