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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


A four-item, Likert-type scale is used to measure a person's willingness to follow a physician's advice.

This is a two-item, six-point Likert-type scale that measures the strength of one's motivation to stay at home rather than go out. The scale was referred to as limited activity by Rahtz, Sirgy, and Meadow (1989).

Four, six-point statements are used to measure the situation-specific (rather than enduring) importance of a college to a person. The object in the Arora (1982) study was a university and he developed and tested Stapel, Likert, and semantic differential versions of the scale.

This is a six-point, Likert-type scale that measures how active one is with social work in the local community. Some versions of the scale measure aspects of volunteering in general. See also Schnaars and Schiffman (1984).

This is a six-item, seven-point Likert-type scale measuring the amount of time, effort, and/or money a consumer perceives were put into making a transaction with a car dealer.

This five-item, five-point Likert-type scale is used to measure the degree to which a parent reports buying several specific products for his/her child when the child asks for them.

A seven-item, seven-point Likert-type scale is used to measure the degree to which a person reports him/herself liking to try new and/or different brands rather than sticking with the same brand all the time. This is basically the opposite of brand loyalty.

This four-item, six-point Likert-type scale appears to measure one's lack of self esteem due to poor health, loneliness, and/or physical immobility.