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Testimonial

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

behavioral

Using five semantic differentials, the scale measures the degree of aggravation and damage a customer intends to cause for a company.  The scale stem implies that the person is taking punitive action because of something the company has done.

A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items.  The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.

This 12-item scale measures a person’s awareness of alternatives, willingness to adapt, and confidence in his/her ability to behave effectively in a particular situation.

A person’s preference for when to get up in the morning and when to go to bed at night is measured with thirteen questions.  The construct is also known as circadian preference and morningness.

How much a person wants something rewarding as soon as possible is measured in this scale with ten, seven-point Likert-type items.

Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with vlogger (video blogger) and considers that media personality as if he/she were a friend.

How much a person prefers not to make decisions related to a certain domain is measured with three, seven-point Likert-type items. 

With five items, the scale measures a person’s sensitivity to the threat of illness and the transmission of disease with respect to a variety of specific objects and situations. 

Four, seven-point items are used to measure the motivation a person has to be free to make his/her own choices and not be controlled.

Six, seven-point Likert-type items measure a person’s resistance to norms and influence from others.