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Scale Reviews

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Testimonial

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

visual

The scale uses three, seven-point Likert-type items to measure how much a person visually imagined shopping in a store as well as picturing possible sets of associated products that could be used together.

The scale measures the degree to which a customer of a branded product or store engages in conspicuous behaviors that can be visually observed by others in order to communicate he/she is a customer of the brand.  Three, seven-point Likert-type items compose the scale. 

How much a person was able to see the visual aspects of a hologram is measured with three, seven-point Likert-type items.

How unique and noticed a person believes he/she would feel with a certain product is measured with three, seven-point items.

How likeable and aesthetically pleasing an object appears to be is measured with three, nine-point semantic differentials.  The items might be used with non-visual objects, such as with sounds, but they seem most appropriate for use when the objects are being rated visually.

Six, nine-point Likert-type items are used to measure the degree to which a person is easily able to imagine how furniture would look in a dwelling (house or apartment).

Four, nine-point uni-polar items measure how much a color or an object’s color is bright and vibrant.

Using eight, nine-point items, the scale measures the degree to which a person wants greater physical intimacy with a particular person, e.g., to touch, smell, see, hear.

The scale is composed of three, seven-point Likert-type items that measure how much a person believes that a particular object looks complex.   

Three, seven-point Likert items are used to measure how visually attractive and appealing a product’s design is considered to be.