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Scale Reviews

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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


Want to know what is going on at Marketing Scales?  Read below about the newest books that have been published and other news of interest.

Status of Volume 12 & the Database

Listed below are names of scales that were added to the database here this past month (January).  (Those with an asterisk were featured on the homepage of the site during the month.)

  • Attitude Toward Negotiating Prices
  • Attitude Toward the Company
  • Attitude Toward the School’s Pedagogy (Independence)
  • Body Weight Exposure
  • Cognitive Resource Demands
  • Communication Skills of the Salesperson*
  • Customer Orientation of the Salesperson*
  • Desirability of the Store's Assortment
  • Difficulty of the Construction
  • Donation Reward Attractiveness
  • Fear (General)
  • Financial Responsibility Savings Decision
  • Goal Conflict*
  • Knowledge of Fair Trade Certification
  • Likelihood of Supporting the Team
  • Luxuriousness of the Fashion Brands*
  • Memory Vividness of the Encounter
  • Negotiation Legitimacy
  • Negotiation Risk*
  • Purchase as Helping (Peer-to-Peer)
  • Quality of the Romantic Alternatives
  • Salesperson's Attention to the Customer*
  • Satisfaction with the Salesperson*
  • Self-Efficacy (Creative)
  • Superiority (Purchase-Related)
  • Threat to Freedom (Message)*
  • Typicality of Message Phrasing (High-End Brand)
  • Worries About the Crisis (COVID-19)
  • The number of scales that have been prepared for Volume 12 is now 398.  (Most but not all of those are online here already.)  The grand total of all scale reviews available from all of the volumes is 4889.  [2/1/2023]

New Measures of Customers’ Attitudes About Salespeople

Despite the growth of self-service over time, we still interact with salespeople a lot.  We depend on them for things such as information and making purchase decisions.  It is no surprise then that sales-related positions make up one of the largest categories of jobs shown at the large, career position listing sites.  Likewise, sales-related courses are very popular in universities.  All of this has led to a lot of research being conducted on salespeople.  In doing that, it is common for multi-item scales to be used in order to precisely measure the personality traits, attitudes, behaviors, and values of salespeople.  Featured now at are some new scales having to do with what customers think about salespeople.  The measures address the follow questions:

  • How well does a salesperson express him/her-self?
  • How much has a salesperson tried to learn the needs of a customer and offer the right products?
  • How well has a salesperson listened and understood what a customer was saying?
  • How satisfied is a customer with a salesperson?

Full reviews of these measures and who has used them are available here now.  (Brief descriptions are provided on the right.)  These scales join thousands of others in the online database that have been used by researchers in the study of consumers and other groups. [1/13/23]

New Prices on Most Recent Books

The prices on Volumes 9, 10, and 11 of the Marketing Scales Handbook series have been lowered!  Check out this page to see the new prices at Amazon. [1/12/23]