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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


Three, seven-point Likert-type items measure a customer's belief that a retailer has done something involving its price guarantee that misled and upset him/her.  Although not stated in the items themselves, the action could have been that the retailer did not end up having the lowest prices or that it did not appropriately refund the customer when lower prices were found elsewhere.

The degree to which a person relies on feeling and intuition to make decisions and judgments is measured using five items.

A person's level of concern about providing sensitive information to a website is measured with four, seven-point Likert-type items.

The level of esteem and honor with which a person holds an organization is measured in this scale using four items.  The scale seems to be amenable for use with a wide-variety of organizations, e.g., profit or non-profit, business or non-business.

A person's belief that a particular brand is reliable and worthy of trust is measured in this scale with three, seven-point Likert-type items.

A person's attitude about the utility of information provided in an advertisement for a certain product is measured in this scale with five, seven-point Likert-type items.

Three, seven-point items are used to measure the degree to which the person is confident about his/her ability to make predictions about a firm and its products.   The scale was referred to as uncertainty reduction by Adjei, Noble, and Noble (2010).

The degree to which a person believes that a particular website is safe and protects customer information is measured in this scale with three, seven-point Likert-type items.

Three items measure the level of doubt and uncertainty a consumer has with the veracity of some stimulus. In the study by Babin, Boles, and Darden (1995), the stimulus being evaluated was a car salesperson as described in some text.  In the study by Taylor, Halstead, and Haynes (2010), the focus was on the "marketer" who supposedly had placed a certain ad in a telephone directory.

This scale uses three, seven-point Likert-type items to measure a customer’s belief that the seller is taking into account the buyer's task-related needs to help him/her complete a given task.